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Contents
In Every Issue From the Publisher 30 Jax Business Briefs
4
Vol 3, Issue 8
32 Small Biz News
16
PROFILE
Young Guns
The power of youth in the workplace
DOWN TO BUSINESS
6
Healthy equals happy
8
Dump the drama
11
Out of sight, out of mind?
14
The triple advantage
p. 1
4
p. 1
6
33 On the Street
How green cleaning practices can positively affect your bottom line 7 steps to a drama-free (and more productive) office Why consistency is the key to successful marketing How mentoring can benefit your business now and in the future
Industry Insider Advantage Dangerous questions
24
Going global
28
Hitting the leadership ‘wall’
p. 3
4
21
Stay up-to-date on hiring protocol to avoid legal woes How you can conduct business internationally 4 myths to avoid while climbing the leadership ladder of success
AFTER HOURS 34
Joseph Catalano: Bringing history to life
In Our Next Issue How to take care of your top performers Proactive pointers to fighting fraud Ways to improve your effectiveness
Can’t wait for the next issue? Get a sneak preview. Subscribe to RSS feeds on our website, www.advantagebizmag.com, and visit us on Facebook, Twitter, and LinkedIn. Volume 3, Issue 8
3
from the publisher
It’s finally happened to me Many of you have probably had these moments when you realize time has been creeping up on you. Perhaps it’s when you realize your 20 year college reunion is coming up or maybe it’s when your “babies” graduate high school or college—it happens to the best of us. Just like my parents remember life before color television, I remember a time without cellphones. It is difficult to imagine now, but I remember when a good high school friend of mine pulled up outside my home in his IROC Camaro calling me on his dad’s new cellphone. It was a backpack-sized contraption, but it was so cool at the time! I used to consider myself to be the young and ambitious type; now I guess I’m just an ambitious, middle-aged, bald-guy type. Behind me is an army of talent waiting to get in the game, and it is a fantastic pool of some of the smartest people ever to enter the workplace. They need us and we need them. The old ways of doing business have changed forever. I’m reminded of a book I read titled “How to market to people not like you” by Kelly McDonald. In it she discusses the differences in the generations noting that to Generation X (born 1965-1981), the Internet is perhaps the greatest invention in our lifetime. We see it as a tool to get the information we want. To Generation Y (born 1982-1994), however, they do NOT consider the Internet as a huge leap in technology. They take it for granted, just as the generation before them took electricity for granted. For them, this is the only way to do business. This Generation Y and the coming Generation Z born (1995-2004) will soon be joining to combine for the first time ever four generations in the same workplace! While this will certainly be a challenge for managers, you need this young talent on your team. Why?
4
Because the way you do business has changed permanently. The technology you use to reach your prospects, manage the processes you have internally and communicate with your vendors have all transformed forever—digitally. Do you have the talent to keep you competitive? Many business owners I speak with are realizing that keeping pace with the speed of business is more difficult than before. Having younger talent on your team can keep you relevant and bring ideas never before considered. I say you should listen to them—their ideas may not be something you fully understand, but a bit of blind faith might serve you well. We recently uncovered a group of smart Generation Y guys that caught our eye. 5ivecanons has bet their future on the need for their talents in organizations that understand the value in being innovative. We took a good hard look at what they do, learned insights from experts and clients and painted a picture forward thinking that only digital natives can present to us. We hope it opens your eyes. Regardless of how you source the talent, if you haven’t explored online shopping, instantly responding to customers, automating your processes, or mobile messaging, you may want to take a member of the Generation Y to lunch. Open your mind and prepare for an education. If they don’t return a phone call, don’t take it personally—they may think telephones are soooo last century. Maybe send a text to their PDA instead. Until next time.
Brian Barquilla, founder and publisher brian@advantagebizmag.com 904-704-5058
www.AdvantageBizMag.com
FROM OUR READERS
What our readers tell us SMALL BUSINESS
Publisher Brian Barquilla
brian@advantagebizmag.com
ADVANTAGE readers occasionally write to us or make comments online about our website, print magazine, Knowledge is Power workshops, and e-edition. Here are the latest things they have to say:
Business Development George Biastre Jr.
“Your article on Classroom Technology Solutions (Vol. 3, Issue 7) was a great look at what can be done with technology for schools. It’s nice to see that education doesn’t need to suffer from smaller budgets!”
george@advantagebizmag.com Marketing Assistant Dixie Baker dixie@advantagebizmag.com Editor Wendy Bautista wendy@advantagebizmag.com Art Director Jen Hankey jen@jenhankey.com Contributing writer Robyn A. Friedman
“I love to receive and read your magazine—it always has such informative and educational articles. I always learn something new!”
RAFWriter@att.net
Editorial
Advisory
Board
Sandy Bartow Jacksonville Regional Chamber of Commerce
Tim Blin Premier Garage
Nelson Bradshaw BBVA Compass
Kimberly Deppe, APR Community First Credit Union
Janice Donaldson Small Business Development Center at the University of North Florida
Clint Drawdy Hire Methods Inc. Wilfredo J. Gonzalez U.S. Small Business Administration Aaron Marston HIT Center Jackie Perry Beaver Street Enterprise Center Myron Pincomb MWP Investments, LLC
From our workshop survey “I love that your workshop contained national as well as local content and that the information was topical and from a respected speaker.” “Your workshop speaker knew the audience he was speaking to and how to properly interact with and engage them.” “ The Knowledge is Power workshops always contain such topics of high interest!”
After Hours
Jacksonville Advantage: The Resource for Small Business is published 12 times per year. Reprints are available. Content of contributing advertisers does not reflect the opinions of the publisher. Advertisers have proofed respective articles, and content is assumed true and correct. Jacksonville Advantage is not responsible for the business dealings of its advertisers. Jacksonville Advantage is for information purposes only. ©2011 Jacksonville Advantage. All rights reserved. The contents of this publication, including articles, may not be reproduced in any form without written permission from the publisher. Address changes should be submitted via email to subscriptions@advantagebizmag.com. Send story ideas and requests for article reprints to brian@advantagebizmag.com or call 904-704-5058.
Volume 3, Issue 8
Do you volunteer, help your community, or do something fun and exciting on your off hours? Then we want to hear from you! Our After Hours section is always looking to feature small business owners and what they do for fun! Let us know! Do you have comments about articles you’ve read or want to read? Good or bad, we’d like to hear from you. You can comment on articles online, or send your thoughts to the editor at Wendy@advantagebizmag.com.
5
down to Business
management
Healthy equals happy How green cleaning practices can positively affect your bottom line By Robert Owens
Y
our business is only as strong as your most valuable assets—your employees. In a competitive landscape, protecting their health and enhancing their productivity by incorporating green cleaning practices can positively affect your bottom line. From workplaces across the country, stories abound. Employees are falling ill with respiratory problems, chronic headaches and other health issues—creating increased absenteeism and high health insurance, which all adversely affect the bottom line and leaves company executives wondering why so many workers are missing so many days. What most of them don’t know is that the answer may lie in the actual buildings in which their businesses operate.
Why suffer? According to the American Institute of Architects, 30% of U.S. workers suffer from health problems caused by volatile organic compounds from carpeting and furniture, inadequate air circulation, poor lighting and mold build-up. The U.S. Environmental Protection Agency estimates workers take up to $3 billion worth of sick days annually to recover from the ailments and numerous other health conditions that stem from unhealthy work environments. 6
A recent Consumer Federation of America study shows that about $100 billion annually in healthcare costs and lost earnings can be attributed to Sick Building Syndrome (SBS) and the reduced productivity it causes. Although this poses a serious health and productivity threat to the American workforce, the good news is that more and more companies are realizing the importance of a healthy work environment. A manifestation of increased environmental awareness, green cleaning is good for your employees—and for your bottom line.
Green cleaning benefits Green cleaning uses a combination of products, practices and equipment to clean effectively while protecting the environment and the people who work there. Recent studies suggest that its effects are substantial. According to the Indoor Environment Department at the Lawrence Berkley National Design Laboratory in California, improved air quality that is achieved through sustainable design, building and cleaning strategies can lower SBS symptoms by 20% to 50%, while cold and influenza are reduced by 9% to 20%, and allergies and asthma drop by 8% to 25%. Understanding the importance of a healthy workplace and striving to improve the health and productivity of your employees www.AdvantageBizMag.com
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LIFE
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through the use of technology and green-certified cleaning products will help you achieve a better bottom line in more ways than one. A few things to implement include: • Spray cleaners. Instead of taking the mop-and-bucket approach to cleaning, use spray cleaners with microfiber floor polishers that are either reusable or disposable from the standpoint that they don’t introduce dirty water to the floor. • HEPA filtered vacuums. Use vacuum cleaners that come equipped with High Efficiency Particulate Air (HEPA) filters that trap small particles that would be left behind by conventional vacuum cleaners or worse, lifted and spread into the air. • Recycled paper products. You can also use recycled bathroom paper products—tissue paper and paper towels—because they are biodegradable.
Insurance, discounts and savings subject to terms, qualifications and availability. Discount and availability varies by state and product line. Life insurance issued by Allstate Insurance Co., Northbrook, IL, Lincoln Benefit Life Co., Lincoln, NE and American Heritage Life Insurance Co., Jacksonville, FL. © 2011 Allstate Insurance Company
Long-term benefits By maintaining healthier, happier employees and a more sustainable workplace, green cleaning provides long-term health and cost benefits that clearly make the switch from traditional cleaning advantageous. If you have not incorporated these products and techniques into your business, now is the time to start. n Robert Owens, co-founder and president of O,R&L, has more than 22 years of experience in the real estate management and construction industries. Under his leadership, O,R&L Facility Services has become an industry leader in facility management, property management and janitorial services for properties and companies. He can be reached at O,R&L’s Florida headquarters at Bowens@or-l.com or through www.or-l.com.
Volume 3, Issue 8
Building Brands since 1998.
7
down to Business
management
Dump the drama 7 steps to a drama-free (and more productive) office By Kaley Klemp and Jim Warner
I
f you work with other people (and who doesn’t?), reflect on the last week and notice how much time you wasted in drama: The energy-draining behaviors or exchanges that keep you from what you really want to be doing. Think about all the infighting, water-cooler talk, meaningless meetings, turf wars, pouting, rants, and other behaviors that blocked positive, productive interactions in your organization. Now, think about how many creative projects you could have completed, or how much time you could have spent having fun with friends and family if you had that time and energy back. By following these seven steps, you can shift yourself (and your team) away from drama to more enjoyable and productive tasks!
Step 1: Get out of your own drama One of the most difficult challenges for aspiring leaders is to “own their stuff ”—to acknowledge their own responsibility for relationship shortcomings. So, before you can guide others, you must take inventory of both your interaction strengths (i.e., where you uplift relationships) and the ways you sabotage relationships. The strength inventory is usually easy. The sabotage inventory is more difficult. It requires the vulnerability and courage to seek others’ candid observations and advice about your behavior. To find out your own drama tendencies, you can use self-reflection, ask your colleagues, or take a drama-assessment (www.dramafreeoffice.com/ self-assessment-survey/). 8
You can only help others when you are curious yourself. Take a deep breath, get re-centered and get out of your own way.
Step 2: Diagnose the type of drama in the other person Once you are committed to authenticity and curiosity yourself, you can determine what kind of drama the other person is displaying. There are four primary drama roles that emerge most frequently in office settings: the complainer, the controller, the cynic and the caretaker. You’ll need to use different strategies for different personality types—there is no “one size fits all” antidote for drama. Notice the kind of person you’re dealing with. Will they respond more to direct confrontation and setting boundaries (better for controllers and cynics), or to appreciation and encouragement (better for caretakers and complainers)? Know who you’re dealing with and tailor your approach to maximize your chance for shifting their behavior.
Step 3: Assess the risk of confronting the other person Before meeting with drama-prone colleagues, you must identify and evaluate the potential downsides of a confrontation. Without objectively assessing these risks, you might be tempted to either accept a dysfunctional relationship you could have salvaged or make a misstep you could have avoided. www.AdvantageBizMag.com
So, before launching into a direct conversation with a team member, consider the possible side effects (e.g., nothing happens, it gets worse, they abruptly leave) and whether you’re willing to face them.
Step 4: Develop rapport with the drama-prone person It’s important to establish rapport with the other person so he or she is best prepared to receive your message. Try opening with a blend of connection, appreciation, ground rules, and expectations. Your goal is to get the person’s full attention and to set him or her up to be receptive to your ideas. People prefer to collaborate with those they know and like, so this step is powerful in setting the tone for the rest of the conversation.
Step 5: Have a direct conversation While an entire article could be written about direct conversations, when confronting a person about their drama, stay dispassionate and state “the facts” clearly and concisely. Also present the meaning you derived from the facts (i.e., your perceptions), and any emotions you experience— usually some combination of fear, anger, guilt or embarrassment. This next part is a little tougher. Share with the person how you contributed to the situation (why it may be your fault, too). Then, end with a specific request. Usually these conversations end with an agreement about what will happen next to make sure the drama ends. While this may sound simple, each component outlined above is worth practicing and mastering so that the entire conversation flows smoothly. For instance, it’s very easy to mix facts and derived meaning. People often say, “The facts are, you are being difficult.” When, in fact, the level of cooperation or difficulty of an individual is derived meaning or perception. One person may consider challenging an idea as difficult behavior and another might appreciate it as a commitment to improvement.
Step 6: Get their commitment The last step of the direct conversation in Step 5 is your specific requests or expectations of the person. A commitment to realize these expectations without excuses, sarcasm, self-pity, or martyrdom is often difficult to obtain from drama-prone people. They’ll dance around the expectation or rephrase them in vague terms. These deflection or evasion tactics are a self-protection mechanism that helps the dramatic person avoid both change and accountability. Don’t get hooked. Reiterate both your specific expectations and your need for the drama-prone person’s commitment to meet them. If he or she continues to resist or deflect, be prepared to calmly lay out an ultimatum, including specific rewards for meeting objectives and consequences for missing objectives. Volume 3, Issue 8
9
down to Business
MORE WAYS TO SEARCH. MORE WAYS TO FIND.
management
Step 7: Validate and anchor their commitment and new behavior The Real Yellow Pages, YP.com and YP.com on your mobile. Only from AT&T. © 2011 AT&T Intellectual Property. All rights reserved. AT&T, AT&T logo and all AT&T related marks are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. 11-19387 PNT_10/28/2011
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Praise the person for his or her positive behaviors during your meeting, and honor the commitments he or she made. Follow up with a short note or email confirming and affirming the person’s commitments. Ideally, ask them to create a summary of your meeting that includes their specific agreements. People live up to what they write down. Once you’ve done these seven steps, you have done the hard work. Now you can redirect your energy toward the collaborative, meaningful projects that you enjoy doing, and work in an office free from drama. n Kaley Klemp and Jim Warner are the authors of “The Drama-Free Office: A Guide to Healthy Collaboration with Your Team, Coworkers, and Boss.” You can get a free sample of the book on Facebook, www.facebook. com/KaleyKlemp, follow them on twitter, @ KaleyKlemp and read more about them at www.DramaFreeOffice.com.
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www.AdvantageBizMag.com
down to Business
marketing
Out of sight, out of mind? Why consistency is the key to successful marketing By Robyn A. Friedman
F
or the past 10 years, Claudette Brodeur has been doing the same thing every Monday morning. She prepares a two-page, direct-mail piece advertising her business by personalizing it on her computer and then sends it out to new prospects. Brodeur As an interior designer focusing on window treatments, Brodeur knows her target market is homeowners. So she consistently sends both new and existing homeowners her advertisement and then follows up with similar pieces every four months for a year. Her response rate: 2%. “It’s a great response,” said Brodeur, owner of Claudettes Decors in Jacksonville. “I’ve perfected it to the point where I just don’t mess with it. I’ve found out what works.”
The ultimate goal Brodeur’s goal—and the goal of any small business marketing its product or service—is to gain top of mind awareness (TOMA), which occurs when customers think of you first when they are ready to purchase. TOMA is essential for any successful marketer. After all, the average consumer is bombarded by literally thousands of advertising messages every day. Volume 3, Issue 8
To make sure yours is noticed and resonates in the minds of prospects, you must not only be consistent in repeating your brand message, but also in making sure your message is uniform, unique and identifiable—whether it’s in print, online, in a sales pitch, on a billboard or even in an on-hold message script. “The average person sees 3,000 commercial messages a day, so it’s important to keep your message in front of customers,” said Robert Smith, chief executive officer of Champion Media Worldwide, a public relations and advertising firm with offices in Jacksonville. “Most successful marketers use the Smith ‘Rule of Seven’ or until their customers buy or die.”
The commitment Smith advises small business owners to commit to marketing to prospects at least seven times. “The first one or two times, they may never even notice your ad or commercial,” he said. “Studies show that most people buy after the fourth or fifth contact, so if you only contact them once, you are leaving a ton of money on the table.” Consistent marketing is also the key to successful branding— using words, designs or symbols to give your company, product or service a unique identity and distinguish it from the competition. 11
down to Business
marketing
Brands need to be both recognizable and memorable, so marketers need to repeat their message enough times to achieve that goal.
Tips to achieve consistency If you’re planning to advertise your product or service, keep the following tips in mind to achieve consistency: Repetition is the key. Keith Kessler, president of Kessler Creative, a Jacksonville-based, directmarketing firm, said that consistency varies depending on the business. “The $64,000 question is, ‘What is the consistency?’” he asks. “Is it monthly, Kessler quarterly? There are a lot of variables.” Kessler said that at a minimum, small businesses should advertise in print or send a direct mail piece at least quarterly and preferably monthly. “The industry standard is that it takes eight different touches before somebody will recognize your brand and act on it,” he said. Don’t just rely on one form of advertising—it takes a mix. A good marketing campaign depends on several strategies that work in tandem. Don’t just advertise; include public relations and social media strategies as well. “These days we have too many Rossiter advertisements that compete for our attention, and people ignore them,” said Nancy Rossiter, assistant professor of entrepreneurship at Jacksonville University. “What works these days is buzz.” Rossiter said that she advertised a business she owns in a local magazine every month for a year, with little success. But after the 12
magazine wrote an article about her business, she was inundated with new customers. “People ignored our paid advertisements, but paid attention and acted upon the buzz that was created from the story,” she said. “And the story was free.” Don’t expect immediate results. Once you take the time to put together a marketing plan, stick with it. The insertion of one ad in a magazine might work to bring in new business, but in most cases, it takes consistent advertising or marketing to achieve results. Brodeur advertises for at least four or five months in a new publication before assessing whether her ads are working. “If it doesn’t make the phone ring, then I just walk away,” she said. “You can’t just give it one month.” Mistakes happen. Don’t give up. If you’re doing a direct-mail campaign, for example, start with a sample of 1,000 rather than mailing 10,000 without knowing if it works. Smith once spent nearly $5,000 on a promotion that bombed. “Always remember to test small,” he said. If your strategy isn’t working, try tweaking it. Sometimes it takes a while to determine the exact mix that works for your business. Make sure your message is right. No matter how consistent you are, your marketing won’t work unless the message you’re disseminating is good. The last thing you want to do is consistently market the wrong message. To get the best bang for your marketing buck, consider hiring a professional to make sure you get it right the first time. Maintain consistency across platforms. Consistency isn’t important only in terms of repeating your brand message. It’s also important to be consistent across platforms. In other words, your print and online advertising should have a consistent look, feel and www.AdvantageBizMag.com
jax advantage_Layout 1 7/26/11 1:20 PM Page 1
Is Your Business Located in the
ZONE?
message—as should your other forms of marketing communications: sales scripts, on-hold messages, social media and more. “Consistency allows you to be easily recognized,” said Mary Fisher, owner of Mary Fisher Design in Jacksonville, a full-service marketing firm. “If you design an ad that looks one way in one publication and then another publication’s ad is totally different, people won’t Fisher know it’s the same company.” Bruce Newmark has successfully incorporated that strategy into the marketing plan for his business, MarkOne Financial, a Jacksonville-based indirect auto lender. “Our sales force uses a script that consistently communicates the kinds of Newmark things that we’re also going to communicate in our media advertising,” he said. “That way, our message stays consistent.” Newmark also strives to maintain a consistent marketing message among the different products under his brand. Make sure your advertising reaches your target market. Make sure that your message gets to the people who are likely to purchase your product or service. “All the money in marketing isn’t going to be worth a hill of beans if it doesn’t get into the right hands,” said Kessler. “Spend time—and maybe a little money—to identify who your actual customer is.” n Robyn A. Friedman is a contributing writer to Advantage. She can be reached at robyn@ everythingwrite.com or through www.EverythingWrite.com.
See more ways to perform marketing magic! advantagebizmag.com/archives/category/ down-to-business/marketing
If your business is located within Jacksonville’s Enterprise or Empowerment Zone, you could be eligible for
tax credits and financial benefits. Visit www.jaxdevelopment.org to find out if you’re in the Zone or contact Joe Whitaker at (904) 630-1858 or josephw@coj.net for more information.
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904-565-9045 • www.bushnellandcompany.com Volume 3, Issue 8
13
down to Business
mentor
The triple advantage How mentoring can benefit your business now and in the future By Nancy Andersen
T
he benefit for a business that encourages mentoring relationships among its employees is straightforward: Mentoring prepares organizations for the future. Whether as a formal program or informal arrangement, mentoring can provide the personal attention less-experienced professionals need to round out their technical and interpersonal skills, equipping them for later leadership positions within a growing company—perhaps even your own. Mentoring relationships increase the pool of qualified candidates prepared to assume expanded roles. In addition, there is often an accompanying morale boost since this customized approach to employees’ career development gives them a greater sense of belonging within the organization. Knowing that someone cares about their success adds to their satisfaction, making mentoring a powerful retention tool.
A convincing argument If your business doesn’t have the resources to create a formal mentoring program, how do you convince your best people to take time out of their busy schedules to become mentors? It’s not always an easy sell. More than half, 51%, of executives interviewed in a new Robert Half Management Resources survey (rhmr.mediaroom.com/ mentoring) said they’ve never been mentors. 14
Still, that’s another half who have served as mentors, and they have a variety of stories to tell about why it’s a worthwhile experience—for their mentees, for themselves and for the company. Mentors provide valuable guidance on decision-making and career management that mentees may not be able to obtain from other sources. But mentoring experiences also lay the groundwork for rewarding professional relationships that can last a lifetime. Ultimately, an employee’s decision to become a mentor may boil down to a sense that it’s just the right thing to do. Of survey respondents who have served as mentors, 50% said they feel the greatest benefit is the satisfaction they gain from helping someone else. These professionals realize that the mark of a great mentor is an understanding that it’s not “all about you.” The business environment of the last two years has been challenging to say the least. While mentors can’t address or control everything, they can do two important things—listen and offer advice. Many people are burned out and stressed out, and mentors can serve as an important sounding board. Many people might not have objective, trustworthy sources for guidance in their companies, at home or among their friends, so their mentors become a steady support system. Mentors can offer advice on day-to-day and big picture situations ranging from handling an interpersonal conflict at work to adjusting www.AdvantageBizMag.com
The greatest benefit of being a mentor
50%
Provides the internal satisfaction of helping someone else
32% Offers
you the opportunity to improve your leadership skills
9% Helps you build your professional network 8% Allows you to stay current on industry trends 1% No benefit Source: Robert Half Management Resources, 2011
when a new boss arrives to evaluating a potential job change. Mentors also can point mentees in the right career direction—where they can beef up their skills and networking efforts, for instance, to be more marketable. A mentee benefits from mentors’ years of work experience, the path they’ve taken and perhaps mistakes they’ve learned from.
Doing it for the greater good It’s not unusual for people to feel hesitant about becoming a mentor. Despite their level of expertise, many professionals consider themselves hardly qualified to be an “expert” or advisor. The truth is, even if they have only a few years with a firm, they no doubt possess valuable knowledge that could help someone. Conversely, everyone at every career level can benefit from having mentors. As a business owner or senior manager, you can provide guidance to employees you feel would make good mentors—or even to be a mentor yourself. A few things to consider: • Your strengths. What are the most valuable things you’ve learned over the course of your career? Think about what you have to offer someone just starting out. • Listen. The best mentors are often the best listeners. Understand your mentee’s situation and his or her greatest needs before you offer guidance. Sometimes the most valuable role you can play is that of a sounding board. • Look beyond the newly hired. Professionals at all levels can benefit from having a mentor. Those trying to advance to the next level or looking to make a change might particularly welcome your advice.
• Be realistic. Given the realities of time pressures and impending deadlines in your role, it’s important to make clear to your mentee the amount of time you have to devote to the relationship. That way you can better define expectations and avoid potential disappointments. Mentoring provides a triple advantage if it’s effectively designed: It benefits mentees, mentors and the company. The best mentors offer direct, candid feedback, but always maintain a positive attitude and provide constructive criticism. They also keep an open mind— they don’t allow their years of experience to cause them to respond negatively to new or different ideas or dismiss an employee’s concerns. n Nancy Andersen is the division director for Robert Half Management Resources in Jacksonville. Robert Half Management Resources is the world’s premier provider of senior-level accounting and finance professionals on a project and interim basis.
I
In a tough market, you need a tougher Realtor. Put my 17 years of experience to work for you.
Call Judy Hicks Judy Hicks
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Volume 3, Issue 8
15
profile
Young Guns The power of youth in the workplace By Wendy Bautista
F
or the first time in American history, we are seeing four different generations working together in the workplace— with some demographers saying there are really five, depending on how the generations are defined. With some traditionalists (those generally born between 1927 and 1945) remaining in the workforce and the Millennials (those generally born between 1981 and 2000) making their presence known, the workplace has never been more diverse. “You need diversity and you need lots of it,” says Diana Peaks, executive director at Jacksonville University Center for Professional Studies and an adjunct business professor at Jacksonville University. “You need cultural diversity, organizational diversity and you also need age diversity because every business works with people of all ages, and that diversity should provide you with a competitive advantage.”
Using that advantage One company that uses age to its competitive advantage is 5ivecanons (www.5ivecanons.com). Adam Schaffer, Justin Dennis, and Michael Woeppel—all under the age of 30—together own and operate the Jacksonville Beach-based, full service advertising agency that focuses on consumer engagement. 16
“We like to say we fuse brands with culture,” says Schaffer, the creative director at 5ivecanons. “What that means is we develop immersive consumer experiences for our clients and their brands.” While the diversity in this year-old company is not multi-generational, each member brings years of experience to the team from different areas and aspects of the industry. “We knew each other before we started this company,” says Schaffer. “We’ve all been and worked in the industry for years, just in our separate roles—and we just brought all of those skills together to form 5ivecanons.” Prior to each member’s work experience came years of schooling as well, with Schaffer attending undergraduate and graduate school to be a creative; Dennis, the digital strategist, studying management information systems (computer science); and Woeppel, the executive producer, studying digital media art.
Breaking barriers Even with years of experience behind each team member, they sometimes face apprehension from people in the workforce because of their age and youthful appearance. According to Peaks, this is not all that uncommon. www.AdvantageBizMag.com
5ivecanons
Mike Woeppel
Justin Dennis
Adam Schaffer Utilizing the youth 5ivecanons’s clientele has climbed from one account to 15 in a year—with the list continuing to grow as word spreads of their abilities. To see what this “young gun” team can do and to see some of the companies that are utilizing them, visit the following links: Chick-fil-a www.5ivecanons.com/rhetoric/mobile/ turn-consumers-into-the-advertising-message/ Community First www.5ivecanons.com/rhetoric/mobile/ community-first-credit-union/ Ethan Allen www.5ivecanons.com/rhetoric/social-media/ ethan-allen/
“There are some very intelligent young people out there and we need that, we need that to move forward, but it can be a barrier,” she says. “Where the younger workforce really should be judged on merit, some people, such as a traditionalist, may misjudge them based on their looks and question their experience and knowledge.” 5ivecanons has faced such apprehension head-on. “One of the best questions we get asked is, ‘Who owns your company?’” says Dennis, with a laugh. “But I just take that with a grain of salt as there are some things we are still learning and I think we are getting smarter about. “I do think it throws people off sometimes,” continues Dennis. “When we walk in, we will be immediately discounted because we’re not ‘senior’ or don’t have three offices in New York, Atlanta, and L.A. [yet]. Volume 3, Issue 8
Business vitals Owners: Adam Schaffer, Justin Dennis and Michael Woeppel In business since: 2010 Projected growth: “I think our work speaks for itself,” says Schaffer. “We sent out an email to our network and it was just our reel of recent work and with that people saw the work and want to work with us. It wasn’t like we were trying necessarily to bring in business; they just saw the scope of what we are capable of and want to work with us.” Dennis adds, “In the first year, we went from one to 15 clients and we are expecting to double our revenue this year—and then we’ll go from there and hopefully the trend will continue.” “But I do see the most growth happening by way of mobile and social media—that is where we are just really booming,” says Schaffer. Woeppel adds, “Yes, this year is the first year that mobiles outsold desktops.” “In the United States, 53% of Americans are using a smart phone,” says Dennis. “Even though it’s still a very personal device and still has a personal sense, if we can get our clients on that very personal device, it’s almost an intimate connection, which is why I thinks it’s going to be a huge market.” 17
profile
“But what we offer is unique and we’re good at what we do,” continues Dennis.“I think people that see past our age and understand that we are experts in the things that we bring to them are the ones that work the best with us.” “I’ve seen it happen a couple of times where we’ve gone to talk to a client and they are very standoffish when we first enter the room,” adds Woeppel, “But as Adam or Justin go into detail about Facebook or another channel the client doesn’t know very much about, you can see a change come over them. You can see their eyes light up because it clicks—they realize the potential and they realize that we know all the facets and ins and outs of all these mediums.”
The company’s approach But none of this apprehension has slowed the three of them down. In their first year of business, they have gone from one to 15 clients, with clients such as Chick-fil-a, Community First Credit Union, Coggin Collision Center and Ethan Allen—and the list continues to grow as word spreads on their abilities. With most of their clients coming from referrals, they believe it is based on their five canons approach. The idea behind 5ivecanons’s name and the basis of their business comes from ancient philosopher Cicero’s five canons of rhetoric. 18
“Cicero used five canons when he spoke to a forum, and us being a digital agency, we also speak to a forum for our clients—we just use five different canons,” says Schaffer. For every project they do, they use all of these five canons: • Listening phase—they learn everything about their client’s audience; • Strategy phase—they plan goals, timelines and milestones for their clients; • Creative phase—they develop and produce all of the messaging and content; • Distribution phase—they look at all the channels their client’s audiences are in; and • Optimization phase—they try to improve everything they’ve done for every step along the way. While the timing of each phase is different for each project, client and client’s needs, the phases are based on the scope of work in general. “The listening phase is generally our research phase and it can take some time—and that’s where we tend to see the gaps or areas where they could be benefitting from better systems,” says Dennis. “We listen to the Internet in real time and then show our clients where their potential consumers are and networks they may want to be actively involved in or a contextual style they may want to use.” www.AdvantageBizMag.com
How you can do it
“Many of our clients are somewhat technologically savvy and understand the channels and their audience,” adds Schaffer. “They are just looking for someone to improve where they are—and that’s where we come in. Part of our services is offering ways to brand your business to your audience through editorial plans and immersive Facebook applications. “We develop something a little bit further than, ‘Here’s a post about what’s going on’ and in fact instruct them on when and what to post—such as separate messages, images, and videos, instead of saying, ‘Come on down for this great deal,’” says Schaffer. “One thing you always want to do is create and present content that is going to engage people and really get them involved,” says Woeppel. “We can then build data based on what people are clicking on and define not only a demographic but also a psychographic based on whether they watch more of your videos or click on your photos or answer polls,” says Dennis. “We can then make suggestions on technology that we think might be best.” Woeppel adds, “And we also think of and consider these things as a whole and how they will all work together for the best result.”
“Be as passionate and as hard working as you possibly can,” says Schaffer. “It’s a really tough economy right now and an even tougher industry, and I think just having skills or an education will not cut it—you have to be hungry, passionate, smart and dedicated to what you do. You have to be committed to the end result.” Woeppel adds, “It’s being agile and reading and keeping up on trends and just keeping up with it all. You should always be searching, always looking for new things.” Dennis adds, “I think our model is unique in crowdsourcing. The book ‘The World is Flat’ by Thomas Friedman explained that people who manage their channels the best and how they get their work done from a global perspective are going to be extremely successful. “It’s no longer this 50-person shop in one place because you can reach different people around the world if you embrace the idea that the world is flat and get savvy about how to use technology in your business, and even cut corners and save money.”
Heart of it all Knowing all of this helps 5ivecanons develop a strategy and the creative to match who they are addressing and from that they build a plan based on each concept. “We don’t put technology before concept so we don’t force anything into a technology,” says Schaffer. “We can then say, ‘This is the idea, here are the technologies that are best matched to that idea and what would you like to do?’ or sometimes it is, “This is what you should do and here are three ideas, which one do you like?” Diversity for 5ivecanons also comes from how it utilizes crowdsourcing. The small core team is here, but they utilize an expansive network of 60 to 100 people that they work with—not just here in Jacksonville, but all over the world in places such as Dallas, New York, Mexico, Russia, and the Ukraine. “What we like to do is reach out to people that we know are really, really good at what they do,” says Schaffer. “After the core team has gone through the listening and strategy phase of a project and are on to the creative phase, we will go to the network for something we need or need better—like a killer logo or someone that is an amazing developer for Facebook or Flash—and we get those people involved. “It makes us a lot bigger, but keeps us still small,” says Schaffer. “And we get to pick the best to work with us—I don’t think we could ask for a better business model at this point!” Volume 3, Issue 8
19
profile Keeping with the curve With advances in technology happening every day, Schaffer, Dennis and Woeppel find themselves constantly searching for what is coming around the corner—but that doesn’t mean it will be right for their clients. “We’ve seen ‘trying to be in front of the curve’ not necessarily work all the time,” says Dennis. “But staying right with the curve and knowing exactly where the audience is in relation to that technology curve is what’s important. We don’t bring technology to somebody unless we know there is going to be a use for it on the other end—it has to be the right fit for their target audience.” “We are always looking for new things,” says Woeppel. “But as Justin said, if we get too far ahead of the curve, it will go right over our client’s head and so it’s finding that fine balance.” “I think it’s always a balance between what our client’s needs are and what their audience is,” says Schaffer. “We’re not a technology shop; we’re not inventing anything new; we’re just leveraging those tools for the right channel and for the right audience.”
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“Technology changes every month and so we’re constantly being challenged,” says Schaffer. “But every day we challenge ourselves and each other, and we learn new things about business and about ways to communicate—and that’s why we love what we do. “We are all very passionate and have goals and a vision,” continues Schaffer. “And because of that we’re going to challenge each other and we’re going to argue, but we turn that into a dialogue to make sure we have the best product for our clients.” “I think with all of us being so passionate about the industry, we always end up producing an amazing product,” says Woeppel. “I think we are hungry for it,” adds Schaffer.“We’re really passionate and each one of us bring something incredible to the table and these are some of the smartest guys I’ve ever met in my entire life—so it makes it easy for us to do this because we are so hungry for it.” “And we are super competitive,” adds Dennis. “If a company looks down at us for our young age, we’ll challenge them to place us against another shop.” “We like those challenges,” adds Schaffer. “If they are going to put us against another, maybe ‘older’ shop in town; we are going to bring our A-game. That’s what it boils down to—we’re in business here and we want to do great work, and being young we like challenges! Bring it on!” n Wendy Bautista is the editor of Advantage Small Business Magazine. She can be reached at Wendy@advantagebizmag.com or 904-536-2234.
www.AdvantageBizMag.com
Industry Insider Advantage
legal
Dangerous questions Stay up-to-date on hiring protocol to avoid legal woes By John F. MacLennan
A
s a small business leader, you wear numerous hats— you serve as president, HR director and marketing manager, and also take on a myriad of other day-to-day tasks. While you may be confident in your leadership and management roles, the recruitment process often can be confusing. Without a dedicated recruiting staff, small businesses can unwittingly enter into legal liability because of unsound recruitment practices. Business leaders preparing to hire new staff members should follow these rules throughout all phases of recruitment.
Understand the basics Company leaders managing the hiring process should become familiar with current employment laws and regulations, which are enforced by the U.S. Equal Employment Opportunity Commission (EEOC). The EEOC’s website (www.eeoc.gov) outlines the federal laws prohibiting employment discrimination and provides regulatory updates. Prohibited questions should be frequently communicated to all individuals involved in the interview process, especially prior to initiating a new recruitment effort. Under federal laws, it is illegal for an employer to discriminate against a job applicant because of race, color, religion, gender, national origin, age or genetic information. Florida law further extends discrimination to include marital status, meaning all questions regarding current or prior marriages, divorces or engagements are not allowed during the recruitment process. Volume 3, Issue 8
Ask only what is needed to select the best candidate To protect an organization from potential liability, questions on an application form or asked during an interview should be limited to those needed to determine if an applicant is qualified for a position. While most employers know not to ask personal questions during an interview, these types of questions often appear on job applications. Companies should use the simple rule of “need to know”— if an employer doesn’t need to know a response in order to make a hiring decision, then the question shouldn’t be asked. Otherwise, applicants denied employment may later argue that irrelevant questions played a role in the company’s decision.
Look beyond the obvious • Age. Discrimination based on age, or ageism, does not only include recruitment materials overtly asking an applicant’s age or date of birth. Employers also should not request information regarding an applicant’s year of graduation from high school or secondary education institutions. Graduation dates may allow interviewers to infer an applicant’s age. • Pregnancy. Some employers may mistakenly believe pregnancy discrimination violations are limited to asking female applicants about their current pregnancy status. In fact, the Pregnancy Discrimination Act of 1978 also prohibits questions regarding an applicant’s medical history of pregnancy, 21
Industry Insider Advantage
legal
future childbearing plans, children, provisions for child care, abortions, birth control and ability to reproduce. • National origin and citizenship. A casually posed, “Where are you from?” may seem like a natural conversation starter, but during an interview it can have legal ramifications. Recruiters should never ask about where an applicant was born—prior to extending a formal job offer—as this can discriminate against legal immigrants and individuals with work visas. Employers can and should ask applicants about their ability to work in the United States; after offering the person the job, employers must obtain proper documentation to work in the U.S. (including a social security card or work visa).
Concentrate on abilities vs. disabilities The Americans with Disabilities Act (ADA) prohibits employment questions regarding physical disabilities. If there are challenging physical tasks associated with a position, it is appropriate to ask applicants how they would accomplish specific responsibilities. In addition, prior to a job offer, all questions regarding medical conditions are strictly prohibited under ADA regulations. Examples of prohibited questions include: Have you been injured on the job? Have you ever filed a workers’ compensation complaint? What medical treatments or prescription drugs are you receiving or have you received in the past? How many sick leave days did you take at your last place of employment?
Watch out for disparate impact Most employers understand factors affecting disparate treatment claims, which refer to violations in which the EEOC’s protected categories directly influence how an applicant or employee is treated. 22
Many are less familiar, however, with issues surrounding disparate impact violations, which occur when seemingly neutral hiring policies or practices have a disproportionate, adverse impact on a particular group. These types of hiring requirements become illegal if an organization cannot justify the need. • Height and weight. Organizations should not ask applicants to list their height and weight. Such questions pose a risk for disparate impact on women, particularly those of Asian descent, and do not accurately reflect a person’s capacity for a particular position. In addition, organizations that require applicants to note whether they are able to lift a significant amount of weight may open themselves to gender discrimination claims if that task is not necessary for the job. • Financial status. Questions regarding an applicant’s financial status—including bankruptcies, debt or poor credit—should be avoided unless there is a clear connection to the position. These are justifiable questions for hiring personnel who would be directly handling company funds, such as accounts payable staff or a bank teller. Otherwise, they can have a disparate impact on low-income applicants or those who have been laid off (whose credit scores often suffer as a result). • Criminal record. Questions regarding arrest records also are an example of a potential disparate impact violation against low-income applicants. Limit questions regarding criminal records to felony or violent crime convictions. Recruitment materials should note that a person’s criminal record would not make them ineligible for a position. As well, an application should allow space for explanation of criminal records. www.AdvantageBizMag.com
• Military service. An applicant’s military service often is a source of pride, and it is appropriate to inquire about current or prior positions within the military. It is not appropriate, however, to ask about the type of discharge received. Military records were made private in 2004, and this information is available only by written request. Questions regarding discharge make employers vulnerable to disparate impact claims. The EEOC has deemed such questions impermissible, as minority members of the military historically receive less desirable discharges and there is no clear connection between type of discharge and an applicant’s capabilities.
Cautiously use social media as a recruitment tool Social media outlets offer a bevy of information about users— often much more than a candidate would (or should) share with interviewers. Tempting though it may be to review social platforms, such as Facebook, for additional information about candidates, employers should be cautious in their use of social media to make hiring decisions. Facebook profiles often reveal personal details (such as age, religious views and even photographs), and referencing them can expose employers to information that is protected by the EEOC. Limiting social media use for recruitment to professional networks, such as LinkedIn, is one way to avoid protected information. Some employers have begun accepting applicants’ LinkedIn profiles as a supplement to the standard résumé. The important factor is making the application process universal, and only reviewing social media profiles that applicants voluntarily share on application materials.
For your protection Like any business endeavor, recruitment protocol should be reviewed and revamped as needed. By staying up-to-date on hiring protocol, a small business leader can protect his or her organization from legal woes. For more information on best practices or to address specific concerns regarding the legality of interview or application questions, employers should consult an attorney specializing in employment law. n John F. MacLennan is a shareholder with Jacksonville business law firm Smith Hulsey & Busey, where he specializes in employment law. He can be reached at 904-359-7812, jmaclennan@smithhulsey.com or through www.smithhulsey.com.
Volume 3, Issue 8
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Industry Insider Advantage
finance
Going global How you can conduct business internationally By Keith Johnson
Y
ou probably already know that in this economy, getting any kind of business is hard. In order to be successful, you need to consider expanding the variety of revenue streams—and that includes dealing with businesses that may not be based in the U.S.
Success steps Going global with your business is not easy. Once you decide to do business with non-U.S. companies, there is a lot of work to be done. • Understand your industry. Know your industry and how it works in the country(ies) you wish to do business in. You have to know how your product or service will attract and keep buyers in the target markets. You also need to know if your product or service is priced competitively. The value of what you sell must exceed that of not only your competition in your customer’s home country, but also from other U.S. companies that also want to expand their business by going global. • Knows the laws of trading. You have to understand the laws of trading with a foreign business. What may be legal in the 24
U.S. may not be outside of it, and vice versa. While bribery is acceptable in many nations, it is highly illegal under U.S. law. Your product may pass safety regulation muster here in the U.S., but maybe not in other countries. • Be familiar with various currencies. Having a solid knowledge of currencies is necessary to be able to track differences in currency values between the U.S. dollar and a Euro or Dinar or Yen. You may find yourself caught short agreeing to a sale that when currency differences now and during the sale period are taken into account, your expenses will exceed your expected revenues because of the loss of value in the dollar. • Have an infrastructure. A business owner must have the infrastructure in place to facilitate trade between the U.S. and other nations. There are many different companies that specialize in facilitating trade by working with customs, financing, collections, and shipping. Trying to do all of it yourself is at best, very draining on your time and resources, and at worst exposes you to serious problems with your shipments and even legal complications. • Learn the culture. Last, but not least, a successful business owner needs to learn the culture of the trading partner. Again, www.AdvantageBizMag.com
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While most of my clients are U.S. based, I do have some tax clients that are not. One client supplies materials in support of the For more information: U.S. base in Kyrgyzstan. While the owner is American, preparing the tax return is a challenge as I have to understand international taxation and how best to report the foreign business activity—but I do enjoy the opportunity to grow professionally. Another client is a school supporting a U.S. Air Force base inadvantage12_2011.indd 1 11/16/2011 1:54:23 PM South Korea. Again, while the owners are American, doing the return requires me to understand some tax regulations governing relations between the U.S. and South Korea. I try to look at each such opportunity as a chance to improve my skills for the next clients. To be honest, I have only met one of my clients thanks to the power of modern technology. Having an Internet presence and a strong SEO and social media plan allows people from all over the world to find your business easily and get them to consider your business as opposed to your competitors. Earlier this year, I had the exciting opportunity to go to Cuba for two weeks to prepare tax returns for support personnel at the Guantanamo Bay Naval Air Station. While I worked with U.S. personnel mostly, I was exposed to some Cuban culture and it Locally Owned and Nationally Recognized also allowed development of the government procurement side of Over 30 Experienced Professionals my practice.
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The right resources Sounds a little daunting, and it is. However, fear not! There are a lot of resources here in River City that can help get your business prepared for international expansion. Earlier this year, I earned a certificate in International trading from the UNF Small Business Development Center. It is about 20 hours over six weeks that explains all of the nuts and bolts of international trading. The knowledge, networking, and materials Volume 3, Issue 8
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finance
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gained from the course have helped me a great deal. The cost is $299, but there are programs from Worksource that can help pay for it. There is a wonderful resource here in Jacksonville named Jorge Arce. He is a local director for the U.S. Department of Commerce. The Commerce Department is committed to helping small businesses develop and execute a plan to export products and services. Finally, I would be remiss in not mentioning Larry Bernaski and Enterprise Florida. Enterprise Florida is the state agency that is charged with helping Florida businesses take advantage of their favorable geography and help grow an export business. Many of these services are either free or at a nominal cost, but the investment can be well worth it.
Survival box In order for your business to survive today, you must think out of the box and consider all options in and out of the U.S. You must consider a business owner in the Ukraine for your product just as much as someone from Orange Park. Fortunately, there are a lot of resources at your fingertips to get your through the maze of regulations and cultures to get your goods to market. They have helped me, and now it’s your turn. Good luck! n Keith E. Johnson CPA, is owner of Keith E. Johnson CPA PA in Jacksonville, Fla., a full-service CPA firm providing accounting, auditing, consulting, and tax services to individuals, businesses, and non-profits. He can be contacted at 904-727-0077 or kejcpa@comcast.net.
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As business owners and benefit administrators, we are forced to look into the future to plan how our value proposition and employees can carry us to our next challenge. In a post-recession economy, together with the new healthcare reform law, the landscape will be significantly different than it is now. Join us for a special presentation from a nationally recognized author and speaker about how to position your company for 2014 and beyond. Craft your own blueprint for the new economy. When: December 6, 2011 Time: 8 - 8:30 Breakfast 8:30 - 9:30 Presentation 9:30-10 Q & A Where: Hancock Bank 8195 Point Meadows Way Jacksonville, FL 32256 Cost: $25 (includes catered breakfast) Register: www.advantagebizmag.com/events
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Volume 3, Issue 8
About Ronald S. Leopold
Ronald S. Leopold, MD, MBA, MPH, is Vice President and National Medical Director of MetLife U.S. Business. Dr. Leopold is an industry thought leader focusing on the future of work, health and employee benefits. He is a member of the National Speakers Association and is recognized for his entertaining style that blends thought-provoking industry insight with compelling illustrations and humor. He is a Board Certified Occupational Medicine Physician who holds a Masters in Business Administration from the Wharton School of Business, the University of Pennsylvania and a Masters in Public Health from Boston University. His recent book on the future of employee benefits entitled The Benefits Edge: Honing the Competitive Value of Employee Benefits has been described as a blueprint for benefits in the decade of health care reform. Dr. Leopold speaks to industry audiences on a variety of benefits-related topics, including: the strategic value of employee benefits, the four generations in the workplace, the value of financial wellness and the implications of health care reform. He is also the author of A Year in the Life of a Million American Workers, an almanac of absence data, in addition to numerous by-lined articles in the benefits media. Dr. Leopold gives over 100 talks each year at a variety of events including national and regional benefits industry forums, web-casts and continuing education seminars for brokers.
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Industry Insider Advantage
leadership
Hitting the leadership ‘wall’ 4 myths to avoid while climbing the leadership ladder of success By Myron Pincomb
I
constantly observe and work with leaders that are building some of the most successful companies and organizations and then watch as they suddenly “hit a wall.” What happened? How did individuals who have reached the top of their profession by doing all the right things suddenly slip and fall? They were sucked into one of the myths of leadership success. In my career I have had the opportunity to lead a variety of companies from very successful technology start-ups to seasoned organizations with over 600 veteran employees. I will be the first to admit that I have personally been sucked into each one of the four common myths of leadership success on multiple occasions.
Four myths Leadership myth #1: Yesterday’s success. What got you here won’t keep you here. Many of us were taught in school to rely on best practices and proven techniques to build a successful team or business. The reality is that no two companies or two teams are exactly the same and best practices and proven techniques rarely work twice. This “old” way of thinking is completely counterproductive to the culture of innovation needed to be successful in today’s digital economy where product life cycles and time to market are measured in hours rather than years. 28
Don’t get me wrong; we should always learn from the success and failures of others, but at the end of the day the formula for success with your team or business is most likely very unique from others. How can you avoid the “Yesterday’s success” myth? First you must recognize it. “The punch that knocks you out is the one you didn’t see,” said the famous boxer Joe Frazier. Once you recognize that complacency and the “reliance on yesterday’s success” has crept into your organization, you need to really focus on growth and innovation. Growth equals change. Continually ask: Is there a better way? The answer is always, “Yes!” If you are really serious about growth and innovation, get someone from outside your organization who knows your business, give them all the details and let them give you a fresh perspective. Pay for outside consulting. In today’s economy, the most successful leaders recognize that a culture of growth and innovation is paramount to success. Leadership myth #2: We are the experts. The only way to close 100% of your leads is to give the customer exactly what they want. Many times the leadership team relies heavily on the feedback from the sales and marketing teams to shape the next promotion or product. The reality is that most of that feedback is shaped by personal agendas www.AdvantageBizMag.com
and biases that result in missed sales targets and upset leadership teams. Only your customer can truly define what they need. How can you avoid the “We are the experts” myth? The next time you try to create a great new promotion or develop the next home run product, start with a trip to the customer’s office. After the customer shows you exactly what they need, go back to your team and make it happen. I have also had a lot of success with focus groups, fish bowl sessions and product pilots. The key to success is getting your customer involved in the process long before the sales pitch takes place. Leadership myth #3: I am a leader, not a product expert. It is impossible to effectively lead a team without extensive product knowledge. Without a doubt, I can say that nine out of 10 leaders I have worked with do not personally have the product knowledge needed to successfully lead their team. Many of these same people tell me that their company does not have a formal training program because they only hire experienced professionals. The result is that many companies have a team of “experienced professionals” that know very little about the actual product and how it relates to the customer. How can you avoid the “I am a leader, not a product expert” myth? Every member of the leadership team from the CEO on down the ladder should be required to complete extensive product training on an ongoing basis. I strongly believe this product training should also be extended to the leadership teams in human resources, accounting, finance and logistics. The only way to hire the perfect candidate for an open position is to know the product yourself. Leadership myth #4: I am a manager, not an employee. An isolated leader is an ineffective leader. No matter how good you think you are, greatness has never been accomplished alone. True leaders will never tell you that it is lonely at the top. If you are at the top and all alone, then no one is following you. Get off the mountain, and go find your team and connect. Great leaders learn early in their career that the people they manage are the only appreciable asset with which they have to work. They also know that leadership has nothing to do with position or title; it has everything to do with your scope of influence. How can you avoid the “I am a manager, not an employee” myth? An “open door policy” is not enough; walk the floor, connect with your team and understand their pain before you ask them to follow you. Remember that people don’t care how much you know until they know how much you care. n
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Volume 3, Issue 8
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jacksonville B usiness
B riefs
Jacksonville businesses in the news Comcast awards $10,000 grant to Monique Burr Foundation The Monique Burr Foundation for Children Inc. has received a $10,000 grant from Comcast to fund Speak Up Be Safe, the foundation’s safety and child abuse prevention program taught in elementary schools in the Northeast Florida area and throughout Florida. This is the second consecutive year that the organization has received the annually-distributed grant, bringing Comcast’s total funding support to $30,000 to help prevent child abuse in Northeast Florida. The $10,000 grant is a significant contribution to the foundation’s ability to continue its mission providing necessary operations funds and the financial resources needed to continue the program’s expansion. For more information, call 904-642-0210 or visit www.moniqueburrfoundation.org.
Snap2 now a USPS Approved Shipper Snap2 has been selected as a United States Postal Service (USPS) Approved Shipper, announced Brian Frazier, president of Snap2. As an approved shipper, Snap2 can sell USPS products and services at U.S. Post Office prices. These services include Express Mail, Priority Mail, First-Class Mail, Parcel Post, international mail, Delivery Confirmation, Signature Confirmation, Signature Confirmation, Certified Mail, insurance and return receipt. In addition to the USPS program, Snap2 is also an authorized shipper for UPS, FedEx and DHL. For more information, visit www.snap2.com.
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Davidson Realty welcomes French
Ray selected as FCMA executive director
Davidson Realty Inc. has added new agent Amanda French to its team of real estate professionals. French brings several years’ experience in sales, customer service and community outreach to her new role in real estate. French was originally drawn to Davidson Realty for the company’s commitment to being a good corporate citizen. French’s sales experience and merchandizing background, as well as her volunteer work, helped her realize her passion was for helping others. As a real estate agent, she looks forward to combining her strengths and passions to help people find their ideal home. For more information, call 904-940-5000 or visit www.DavidsonRealtyinc.com.
The board of the First Coast Manufacturers Association (FCMA) unanimously voted to select Northeast Florida State Representative Lake Ray to replace Lad Daniels as executive director of the association. Ray will oversee the operations of the association and provide leadership in the advancement and advocacy of the manufacturing industry in Northeast Florida and in the state. The FCMA Board made their selection based on Ray’s strategic vision for the association; his experience as a business owner; and his knowledge of the political process both on the municipal and state levels. Ray served on the Jacksonville City Council for eight years and is beginning his fourth year in the Florida State Legislature. He will continue his duties in the legislature and he recently sold his business, freeing up his time for this new venture. For more information, visit www.fcmaweb.com.
Smith Hulsey & Busey attorneys ranked by ‘Best Lawyers’ Eleven lawyers from Smith Hulsey & Busey were recently selected by their peers for inclusion in the 18th edition of Best Lawyers, which includes the list: The Best Lawyers in America 2012. The national attorney ranking is based on a rigorous national survey involving more than 3.9 million detailed evaluations of lawyers by other lawyers. The attorneys include: • Stephen D. Busey • Earl E. Googe Jr. • David J. Hull • G. Preston Keyes • William E. Kuntz • M. Richard Lewis Jr. • James H. Post • Bryan L. Putnal • E. Lanny Russell • Tim E. Sleeth • Harry M. Wilson III For more information, visit www.smithhulsey.com.
Powell joins Breaking Ground Contracting Breaking Ground Contracting announces it has hired Kevin Powell as the company’s new construction assistant. In his role, Powell assists with the construction of all commercial and residential projects for Breaking Ground Contracting throughout the Southeast, including the company’s sustainable home projects in the Springfield area and at the Beaches. Powell recently passed the LEED Green Associate Exam, which certifies that he has basic knowledge of green design, construction and operations. He will continue to pursue his LEED Accredited Professional credential, which signifies an advanced knowledge of green building practices. More information is available at www.breakinggroundcontracting.com or www.breakinggroundeducation.com. www.AdvantageBizMag.com
Murray joins Clockwork Marketing Services Clockwork Marketing Services announces Kelley Murray has joined the marketing and public relations firm as marketing coordinator. In her role, Murray supports all facets of public and media relations, client marketing and advertising account management, research and award submissions. She also assists with client marketing, focus groups, special events, blogging, client reports and special projects. For more information, visit www.clockworkmarketing.com,
Chamber of Commerce launches new approach As the nation and this region continue to face one of the most economically challenging periods in history, the Jacksonville Regional Chamber of Commerce launched a new, organized approach to lead Northeast Florida to greater economic prosperity. The organization is implementing dynamic programs (including the “Business Growth Series” and GrowJAX program), a stronger and unified image, and the redesign of its building downtown. The unified image includes a consistent message and appearance throughout the Chamber as well as the new name, JAX Chamber, and corresponding logos. For more information, visit www.myjaxchamber.com.
Merrill Lynch/ Bank of America Gala raises $225K for MWKF The Merrill Lynch/ Bank of America Golf & Tennis Gala to benefit the MaliVai Washington Kids Foundation (MWKF) raised nearly $225,000 for the foundation’s programs and services. During the Gala program, 17 MWKF students were recognized for their accomplishments and awarded $70,000 in college scholarships. The event included Tennis and Golf Pro-Ams and a Gala dinner for nearly 400 people, which also included a silent and live auction with priceless gifts including private tennis lessons with Andre Agassi and Stephanie Graf, a round of golf with Jim Furyk and tennis great Ivan Lendl, and a seven day vacation at Club Med’s Sandpiper Resort. Volume 3, Issue 8
For additional information, email Ashley@ malwashington.com or call 904-359-5437.
Flagler inks 99,000sf lease renewal with TAP Worldwide Flagler announced it has closed a five-year, 99,000-square-foot lease renewal with TAP Worldwide LLC at one of Flagler’s nine warehouse distribution buildings located within the Jacksonville International Tradeport industrial park. Based in Compton, Calif., TAP Worldwide LLC is the leading supplier of parts and accessories for off-road vehicles with five warehouses and distribution centers across the United States. Jacksonville International Tradeport is located on Jacksonville’s Northside minutes away from JAXPORT, Jacksonville International Airport and The River City Marketplace, which features national retail stores, popular dining establishments, a movie theater and numerous hotels. For more information, contact Ross Carrier or Gary Cox at 904- 565-4100.
NAIOP of Northeast Florida supports daniel with backpack and school supply drive NAIOP of Northeast Florida recently supported local nonprofit daniel with a “Back to School Backpack and School Supply Drive.” NAIOP and its members donated backpacks filled with school supplies including folders, rulers, calculators, crayons, markers, three-ring binders and paper to the organization and the children it serves. NAIOP’s largest contributors to the drive included RL Haines General Contractor, Grubb & Ellis Phoenix Realty, RS&H, Cantrell Real Estate, and Cantrell & Morgan, Inc. Cantrell Real Estate and Cantrell & Morgan Inc. donated the backpacks that accompanied the supplies collected. More information about daniel is available at www.danielkids.org. To learn more about NAIOP, visit www.naiopnefl.com.
Caplan joins Lewis, Longman & Walker, P.A. Lewis, Longman & Walker, P.A., is pleased to announce that Howard A. Caplan has joined the firm’s Jacksonville office as Of Counsel. Caplan is a transactional attorney whose practice focuses on commercial and corporate law, franchise, intellectual property, real estate, business and technology law. Prior to joining Lewis, Longman & Walker, P.A., Caplan was the president of various corporations, with experience ranging from real estate development and management to restaurants and retail. Caplan can be reached at hcaplan@llw-law.com or at 904-353-6410.
Watson Electric expands services Watson Electric has expanded its electrical services to include decoration lighting for commercial properties for the upcoming holidays, announced Wendell Davis, president of Watson Maintenance Services. Watson Electric has offered the usual electrical services to residential and commercial customers since August 2007, but due to requests from commercial accounts, Watson Electric has decided to go into holiday lighting. Richard Bella, Watson Electric’s vice president reports that the holiday lighting services will include design, purchase of special lighting, installation, removal and storage, and will be able to provide commercial grade lighting, LED lighting and even decorations. Watson Electric is a division of Watson Maintenance Services, which is a part of the Watson Realty family of companies. Visit watsonelectricservices.com for more information.
HD Supply Facilities Maintenance opens Jacksonville distribution center HD Supply Facilities Maintenance announced the opening of its newest distribution center (DC) in Jacksonville. The new DC is the 39th in the company’s vast operations network in North America. The Jacksonville DC is located at 8600 Jesse B. Smith Ct., Jacksonville, Fla. 32219. For additional information, call 770-852-9004, email angela.brooks@hdsupply.com, or visit hdsupplysolutions.com 31
Small Biz news Poll results: Small businesses support strong national standards
SBA awards grants for 5-year pilot program
Small business owners support strong national standards to increase energy innovation, according to a new national opinion poll of more than 1,200 small business owners released by Small Business Majority. The poll, conducted by Greenberg Quinlan Rosner Research, found that 87% of small business owners agree that “improving innovation and energy efficiency are good ways to increase prosperity for small businesses.” It also found strong support for higher mileage standards for passenger vehicles and the Environmental Protection Agency’s (EPA) regulation of greenhouse gas emissions from power plants, refineries and other major emitters. When asked about the biggest challenges facing their small businesses, 43% of business owners said the rising costs of doing business—including the cost of fuel, electricity, heating and cooling costs—was a top concern and 46% cited uncertainty about the economy. Other findings include: • Small business owners recognize the value of energy efficiency, clean energy and cutting waste. • 68% of small business owners have installed energy-saving measures such as energy efficient light bulbs, appliances, windows and insulation. • 78% recycle. • 12% have bought hybrid, electric, or alternative fuel vehicles. For more information visit: www.smallbusinessmajority.org/ energy/index_national.php Poll results in this statement represent findings from an Internet survey of 1,257 small business owners nationwide conducted by Greenberg Quinlan Rosner Research for Small Business Majority, +/– 2.76% margin of error.
The U.S. Small Business Administration (SBA) announced grant awardees in a pilot program designed to help small businesses work together to compete for federal contracts, grow, and create jobs. The Small Business Teaming Pilot Program, made possible by the Small Business Jobs Act, awards grants to organizations for training, counseling, and mentoring to help small businesses enter into teaming relationships and compete for larger federal contracts. Teaming may take the form of joint venture and mentor-protégé relationships. Eleven grantees were selected from hundreds of applications submitted. Grantees were awarded between $200,000 and $500,000 in funding, for a total of approximately $5 million in Fiscal Year 2011, including one from Florida—Raytheon Company, in Seminole for $499,693. The organizations in the pilot program will help small businesses find other firms interested in teaming, form teaming arrangements, and find and bid on larger contracts. Grantees will leverage their existing resources and collaborate with SBA District Offices, resource partners, and other federal, state, local and tribal government small business development programs. Small businesses interested in becoming part of a small business team should contact the grantee nearest to them. For more information, visit www.sba.gov/teaming.
IRS video on small business retirement plans now available Wonder which retirement plan will work for your small business? The video, “Easy Low Cost Ways to Start Your Small Business Retirement Plan,” with Mark F. O’Donnell, director of customer education and outreach for TEGE; Naomi Lehr, tax law specialist for TEGE; and David N. Levine, benefits attorney and member of the Advisory Committee on Tax Exempt & Government Entities (ACT), is now available for viewing at www.irsvideos.gov/StartRetirementPlan. Watch this free webinar to learn about low-cost retirement plans, low-maintenance alternatives to traditional 401(k)s, points to consider in choosing the right plan for your business, types of advisors who can help you set up and operate your plan, how to avoid plan mistakes, and how the IRS can help correct mistakes in your plan. 32
Treasury, IRS seek public input on certain employer provisions of the Affordable Care Act The Treasury Department and Internal Revenue Service requested public comment on a proposed affordability safe harbor for employers under the shared responsibility provisions included in the Affordable Care Act that will apply to certain employers starting in 2014. The request for comment is designed to ensure that Treasury and IRS continue to receive broad input from stakeholders on how best to implement the shared responsibility provisions in a way that is administrable, allows flexibility, and minimizes burden. By soliciting comments and feedback now, Treasury and IRS are giving all interested parties the opportunity for input before proposed regulations are issued. To submit comments: E-mail Notice.Comments@irscounsel.treas. gov (and include “Notice 2011-73” in the subject line) or Mail to Internal Revenue Service, CC:PA:LPD:PR (Notice 2011-73), Room 5203, P.O. Box 7604, Ben Franklin Station, Washington, D.C. 20044. The deadline for comments is Dec. 13, 2011.
www.AdvantageBizMag.com
ON THE STREET
Are you optimistic about your small business’s future? Why or why not? The latest results (an overwhelming “Yes” answer) on our latest poll (www.advantagebizmag.com) had us wondering…What is or is not making you optimistic about your business’s future? I’m optimistic because of our increase in repeat customers, new customers, projects and quotes. Due to our online marketing efforts and our website in general, we have been able to increase our billings 40% for September, which is usually a slow month. Since our focus is eCommerce, we normally see a spike before the holidays so we are very optimistic. Jason Smith, NetSuite guru, CTO & co-founder at Veridian Ventures
We are at the end of our first year so we do not have much history to compare with, but we have grown steadily throughout the year and have met or surpassed all of our first year goals. We were warned that this was a bad time to start a new business, but we have found the opposite to be true with low interest rates and vendors willing to bend over backwards to accommodate us. But the recession has changed how, what and where people buy. Our new policy holders are frequently just looking for a lower price, but some are targeting local businesses as a way to buoy our local economy and others are looking to increase their own protections against lawsuits, which have become more common in this economy. Hard not to be optimistic when you meet so many people who are insurance shopping for their new house, car, boat, jewelry or in one example, airplane. Scott Schilbrack, agent and principal at The Luten Insurance Agency Volume 3, Issue 8
I’m optimistic because I have spirit, heart and determination. There are little situational problems that can deter determination, hard effort and the right attitude, but let’s push past the difficulties and make it happen! (From former Jaguars Tom McManus’s new effort, suckitupusa.com.) Kenny Harper, web design/development at Key Theory LLC
Are you more optimistic about your business’s future than you were last year at this time?
14% no
24%
About the same
62% yes
View answers to previous On The Street questions. advantagebizmag.com/archives/category/on-the-street
33
after hours
Joseph Catalano: Bringing history to life Whether it is in front of a classroom or in front of a crowd at a festival, Joseph Catalano has a passion for involving, as well as entertaining, people on the subject of history. His passion runs so deep, in fact, that he has performed history for close to 15 years now.
History behind the history Catalano, who is a regional sales manager for Compass Tech Systems by day, has always been around history. “I was born in Boston, so the history behind and the founding of the country was always rampant,” says Catalano. “I mean, you can’t even graduate high school without knowing it all!” He says that knowledge comes in handy when he and his partner Michelle Murillo perform their “point-counterpoint” history performance, as she was born and raised here and he a “Yankee.” Together, they formed Presenting the Past (www. presentingthepast.com) and have been putting on history lessons, performances, and attending festivals and re-enactments for more than a year under the formed partnership—actively performing two to three times a month, or between 25 and 35 times a year, depending on the time of year. 34
Putting on performances “There are little groups all over country that bring history to life,” says Catalano. “But with Presenting the Past, we take it to a whole new level and want people to understand the history in a nutshell. The whole living history thing is more than just engaging someone and telling them history, it’s getting them involved and letting them see it, touch it, feel it, and understand it more than just listening to it.” Part of the audience experience comes in the fact that during a history presentation, they are the character they are talking about. They come in costume, use accents if needed, and bring along things from the past that help people understand what it would be like to live back in that time period they are presenting. “It’s not just that I am the Spanish guy trying to take over St. Augustine, it is more, ‘This is why we are here, this is what we do, this what it was like in the day, this is how the battle was fought, this is what happened, this is why it happened the way it happened.’ It is so much more than you can read in a book,” says Catalano.
Beyond books To help engage people, Presenting the Past uses a few approaches and chooses the most appropriate approach for each audience. When they do a classroom presentation, they discuss the coquina walls at the fort at St. Augustine and how those walls would absorb musket and cannon balls—even bringing a piece of fort wall with musket balls stuck in it for them to pass around and touch. Then they discuss how the Spanish would come over the wall at night, tie up the cannon balls, and shoot them back at the English. “The children just think it is the coolest thing!” says Catalano. Another engaging approach is the point-counterpoint. This is where audiences get to hear two sides of the story from a Spanish Lady (Murillo) who tells tales of what the night felt like in St. www.AdvantageBizMag.com
after hours Living history
Augustine and how a peaceful sleep turned into a waking nightmare and the victory cries of an Englishman (Catalano) who maps out Searle’s strategy in a play-by-play of the sacking of the city. The two then campaign the audience and begin a new battle over who should control the historic outpost.
“A lot of people are presented history though a book,” Catalano continues. “Then, when the books don’t really work anymore, they move on to slide presentations and movies—but imagine having somebody who can immerse you in that history. “They are standing in front of you, telling you all about it in a way that is engaging, and you understand it—it’s amazing! We work very hard to try and get people engaged because if they aren’t engaged and bored then were not really doing our job.” “I’m not a history major, but when you get immersed in it, you learn all about it,” says Catalano. “And the history down here is amazing—you can’t help but get immersed in it when you do what we do! n See more after hour activities from other small business owners. advantagebizmag.com/archives/category/after-hours
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Representatives are registered, securities are sold, and investment advisory services offered through CUNA Brokerage Services, Inc. (CBSI), member FINRA/SIPC, a registered broker/dealer and investment advisor, 2000 Heritage Way, Waverly, Iowa 50677, toll-free (866) 512-6109. Nondeposit investment and insurance products are not federally insured, involve investment risk, may lose value and are not obligations of or guaranteed by the financial institution. CBSI is under contract with the financial institution, through the financial services program, to make securities available to members.
FR081013-061B