Canvas Magazine | Taking the plunge | July 2016

IN THIS ISSUE

Why marketers crave data-driven strategies

Perfecting your 'pivot' strategy On point with Kerri Howell

JULY 2016

Diving into tough conversations

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JULY

VOLUME 10 • ISSUE 7 • DIGITAL EDITION

INSIDE

02 10 20 PROBLEMS AND SOLUTIONS Editor’s Note

TAKING THE PLUNGE Diving into tough conversations

Q&A: KERRI HOWELL

Academic and communications expert

CANVAS

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Editor’s Note| Best of Notes BOILERPLATE

PROBLEMS AND SOLUTIONS

When our production manager knocked on my office door, I had expected to get the final check-off on the huge trade show book we had busted our tails on over the past month. The 150-plus-page magazine, one of our largest ever at the time, was a total team effort, from the editorial and art departments, to the sales and production teams.

The hours that go into putting out a publication of that magnitude can be daunting. So, when it finally made its way on to the press, you could hear the sighs of relief rumbling down the hallway.

Back to the knock, which was more like a tap, honestly. Considering it was well after 8 p.m. on a weekday, the impromptu meeting seemed a bit unusual. But we were old friends, both having come up through the ranks of the Atlanta publishing industry by starting at the bottom and diligently slugging our way to the middle.

I wanted to acknowledge her presence, but the words just weren’t there. What are you doing here so late? How are the kids? Crazy July weather we’re having, right? Any question would do.

“We forgot the Indicia,” Jackie said, sporting a face that had all the makings of a silent scream.

One of our production team mem-

bers inadvertently sent the wrong proof up after a salesperson made a correction to a classified ad on that page. As you know, the Indicia signifies that your postage has been prepaid. Required by the post office, it takes the place of a stamp or postage meter imprint, and generally is printed directly on the pieces to be mailed.

Silence can be the most harrowing of experiences. In the world of “we all learn from our mistakes,” this one could have had far-reaching implications. Before we had the conversation that neither of us wanted to have (think, the forms would have to be reprinted), we started exploring our options, including calling our direct supervisors.

And then I remembered what one of the owners of the company told me when I moved into a management role: “I don’t want you to ever come into my office with a problem. Come in with the problem, and bring your solution.”

It’s true. I’m here to tell you. When our backs are against the wall, we are capable of doing good work. Our solution was to poly bag the magazines that were being mailed. The show copies, which had bumped up our print run, were fine the way they were.

The only extra cost, which was minimal, was to manually affix the Indicia on to poly bags.

The conversation we had with our

supervisors in the morning – albeit still a tough one – was much easier with our situation solved. From time to time, we all take the wrong exit, so to speak, which eventually leads to a conversation or encounter that’s hard to have.

In our cover story, “Taking the plunge – Diving into Tough Conversations,” renowned speaker and coach Lynne Cunningham of the Studer Group, shares her insights on how to master this task.

As we head in to the midway point of the year, team chemistry and having a full buy-in to the mission at hand is critical to achieving the goals you have set.

Remember that strong communication can be your best ally.

Michael J. Pallerino, Editor @mpallerino

ALSO INSIDE BOILERPLATE

04

STAT PACK

06

How to have a good day Transform your working life

08 The Pivot

Best of notes

Driven by data

Data-driven marketing tops strategic 'want' list P2

CANVAS JULY 2016

BEHIND THE CURTAIN

18

News from around the industry

Quote here

Editor’s Note| Best of Notes BOILERPLATE

THE PIVOT

Best of Notes

CONTRIBUTORS

Lynne Cunningham Coach, Studer Group @studergroup Kerri Howell

We are a pretty predictable lot. When a new idea, technology or even a new word arrives on the scene, we're quick to jump on it, gorge ourselves, and then move on to the next trendy thing. The latest “thought for the moment” is the idea of pivoting. And while tomorrow there will be another concept to tackle, let’s delve a little deeper into this idea of “the pivot.”

In our current landscape, the idea of pivoting your business has something to do with utilizing a moment, a circumstance or an occurrence to leverage your brand to a different status. In other words, it is the point where the interaction of your brand with the market is so ex- In our current traordinary that the trajectory of your landscape, the idea of business dramatically changes. pivoting your business Pivots can be positive and negative.

For example, a PR catastrophe can has something to do sour the entire market toward your with utilizing a moment, brand, while one amazing engage- a circumstance or an ment with a client can lead to dozens of referrals. Either way, the idea of the occurrence to leverage pivot hinges on the concept of that your brand to a one game-changing event. different status.

Consider a basketball player who pivots on one leg so that he can get a better angle for a shot or move toward the basket. The concept makes sense in that the actual moment of the pivot elevated his game. But in reality, it was those countless hours of practice, the teammate who passed him the ball or the athlete’s mind that prepared him for that moment.

I guess you can say I don’t subscribe to this concept as a gamechanger, because I believe every engagement should aim to be extraordinary. Obviously, that's easy to say and even easier to write. I think the great ones jump into bed every night and wonder how they can be more extraordinary the next day. They probably lament the days when they were just plain ordinary.

I assume today's so-called “gurus” like to talk about pivoting as some concept that you can master, but the reality is that it feels like waiting for your lottery number to come in. The meat of what you do rests with how you treat others. If you get up every morning thinking about serving people with great care, and seeing everyone and everything through joyful eyes, you're already pivoting your way to great success.

Warmest regards.

Mark Potter, Publisher @MarkRicePotter

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CANVAS JULY 2016

Director of Communications & Media, Martin J. Whitman School of Management at Syracuse University

@KerriDHowell

GET IN TOUCH WITH US @THECANVASMAG @CANVASMAGAZINE THECANVASMAGAZINE WWW.THECANVASMAG.COM

THE CANVAS TEAM MANAGING EDITOR michael j. pallerino CREATIVE DIRECTOR brandon clark SALES/MARKETING mark potter

EDITORIAL BOARD lisa arsenault McArdle Solutions gina danner NextPage tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics

PUBLISHED BY CANVAS, Volume 10, Issue 7.

Published bi-monthly, copyright 2016 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

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Insights| Infographic STAT PACK

HOW TO HAVE A GOOD DAY

Harness the Power of Behavioral Science to Transform Your Working Life

By Caroline Webb

73

The percent of CMOs that are moving into the C-suite for the first time, according to the 12th annual "CMO Tenure Study" by executive search consulting firm Spencer Stuart. In addition, the numbers show that the average tenure for CMOs dropped from 48 months to 44 months, the first decline of average tenure since 2006.

If you're looking for ways to improve those sometimes long and grinding work days, economist and former McKinsey partner Caroline Webb has it all figured out. In How to Have a Good Day, Webb taps into the secrets of recent findings from behavioral economics, psychology and neuroscience to help transform your approach to everyday working life.

Advances in behavioral sciences are giving us a better understanding of how our brains work, why we make the choices we do and what it takes for us to be at our best. Webb explains how to apply these sciences to our daily tasks and routines. She translates three big scientific ideas into step-by-step guidance that shows how to set better priorities, make time go further, ace every interaction, be resilient to setbacks and boost energy and enjoyment.

Through it all, Webb teaches you how to navigate the typical challenges of modern workplaces – from conflict with colleagues, to dull meetings and overflowing inboxes—with skill and ease.

In a time when everybody is doing more with less, How to Have a Good Day may be the secret to making these times a little more bearable.

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CANVAS JULY 2016

LISTENING IS THE FOUNDATION OF EVERYTHING WE DO. IT'S TRULY ABOUT ENGAGING WITH EVERY FAN, BUILDING RELATIONSHIPS, AND LOOKING AT IT AS MORE THAN JUST A ONE-OFF INTERACTION. WE BELIEVE THAT ABOUT 75 PERCENT OF OUR CUSTOMERS TOUCH SOCIAL AT SOME POINT IN THEIR JOURNEY. – Jessica Latimer, senior manager, social media and customer engagement at Alex and Ani, on the importance of engaging the consumer today

Insights| Infographic STAT PACK

DRIVEN BY DATA Data-driven marketing tops strategic 'want' list

With optimizing customer experience serving as one of the most exciting opportunities for marketers today, the need to secure data-driven marketing initiatives is critical. According to the “2016 Digital Trends” report by Econsultancy and Adobe, 53 percent say data is a strategic priority. The report is based on a global survey of more than 7,000 marketers and ecommerce professionals. Here's a look at what areas marketers are focusing their strategic energy on:

DATA-DRIVEN MARKETING

PERSONALIZATION

CONTENT SPECIALIZATION

CANVAS JULY 2016

31%

29%

SOCIAL MEDIA MANAGEMENT

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53%

25%

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COMMUNICATION

Diving into tough conversations

By Lynne Cunningham

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Feature Story

t inevitably happens – at some point, somewhere, and in some way, you will have to have a difficult conversation with an employee or client. There's really no way around it. Whether it’s giving not-so-positive feedback or broaching a sensitive issue, tough conversations have to happen.

If you can create a safe environment, you can talk with almost anyone about anything. People will feel safe when they think you respect them and you care about them.

The best approach is to bite the proverbial bullet and say what needs to be said.

I’m going to be honest with you – holding a tough conversation is not a task for the timid. There's an art to doing it right (hint: no yelling, no screaming and no tuning the other person out). If you haven't yet mastered this incredibly uncomfortable task – you’re not alone.

But don’t worry – it’s not impossible. Try remembering this critical phrase: Seek to complete, not compete.

People tend to enter tough conversations from a place of competing. They always seem to be deadset on proving themselves right and the other person wrong. The other person will focus on your tone and demeanor, not your message, which means you inevitably end up harming the relationship.

Approach the conversation from a place of where you are seeking more information to complete your understanding. This will help things go more smoothly.

It's much more likely that what you need to happen will happen.

Tough conversations are built around three models – the Stub Your Toe Conversation, the Impact Message and the Low Performer Conversation.

The complete versus compete rule applies to all three.

Instead of setting up a blame/defensiveness cycle, you want to help the other person. You're looking for a win/win outcome, not a situation in which someone has to lose if you win. You're not looking to punish, embarrass or put the person “in his place.” If this is your mindset, the conversation absolutely will fail.

And from what I typically see, fail quickly.

Here are three tips that will help you complete, not compete in your next tough conversation:

CANVAS P11

Taking the plunge

1

EASE INTO IT

2

SAY, ‘YES, AND...’

INSTEAD OF, ‘YES, BUT...’

When you need to have a difficult conversation, it's often wise to "ease" into the tough topic. Talk about something positive or neutral, so that the other person feels at ease and is not immediately put on the defensive. When people feel that they have been "attacked out of nowhere," they don't do their best listening or thinking – which will impair your efforts to "complete.” Start by asking a simple relationship question (weekend plans, family update, etc.) that can pave the way for a more productive, less contentious discussion.

You'll find it's much more productive to have a tough conversation if you use the “yes, and" syntax. For example, "You're doing a great job learning that new task, but you'd finish more quickly if you changed the sequence of steps a little." The “but” diminishes the compliment with which the sentence started. Try being more positive. “You're doing a great job learning that new task, and I think you'd be even more successful if you change the sequence of steps a little.” When I’m training leaders on how to master tough conversations, I remind them to keep the “buts” out of the conversation.

Trust is essential in navigating difficult conversations — not to mention creating the kind of culture that leads to business success.

3

SPEAK RESPECTFULLY, ESPECIALLY WHEN DISAGREEING

Trust is essential in navigating difficult conversations – not to mention creating the kind of culture that leads to business success. Trust and respect are closely tied, and both are necessary for "completion" to take place. It's important to hold up the mirror during difficult conversations and, if necessary, adjust your behavior to create a safe, respectful environment.

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Taking the plunge

When you need to have a difficult conversation, it's often wise to "ease" into the tough topic.

4

LET THE 'GOLDEN RULE' BE YOUR GUIDE

5

MAKE USE OF THE “12-SECOND PAUSE” TECHNIQUE

Ask yourself how you would feel if someone talked to you this way. Would you be motivated to work toward resolution or, would you feel the need to defend yourself? It can be especially tricky to keep the conversation respectful if you find you have to disagree with the other person. In this case, say, “I hear what you're saying. I'd like to respectfully disagree with your conclusion or the process you are suggesting.”

That's so much more positive than attacking, yelling, screaming or stomping out of a meeting, or even simply sitting and seething.

after speaking (around 12 seconds), you increase your chances of receiving a thoughtful and constructive response – as opposed to emotionally charged pushback.

All of this advice will help you create a safe environment. That's important, because trust, respect and safety are three legs of a stool that must be in balance to master tough conversations.

If you can create a safe environment, you can talk with almost anyone about anything. People will feel safe when they think you respect them and you care about them. Not coincidentally, when respect and care are present, you have the raw materials for a vibrant, growth-oriented culture and an incredibly successful company.

In difficult conversations, the information you're sharing often can come as a surprise to the other person. But if you briefly pause

Lynne Cunningham, MPA, FACHE, is an internationally renowned speaker and coach with Studer Group, and author of “Taking Conversations from Difficult to Doable: 3 Models to Master Tough Conversations.”

For more information, visit www.studergroup.com.

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MISS AN ISSUE? CHECK OUT THE ONLINE ARCHIVES. WWW.THECANVASMAG.COM

BEHIND THE SCENES

Awards & Recognition | Around the industry

Awards & Recognition SGIA has been named a U.S. Environmental Protection Agency (EPA) "2016 SmartWay Affiliate Challenge Honoree." As one of seven organizations nationwide to receive this honor, SGIA is the only printing trade association to win this award. The SmartWay Affiliate Challenge is a national challenge acknowledging organizations that participate in SmartWay and do an exceptional job supporting the partnership’s freight sustainability goals. Each honoree proactively has initiated and executed outreach, promotional and marketing activities that raise awareness and encourage their members to address air pollution from freight activities.

These affiliates serve as role models for other SmartWay affiliates and partners.

SGIA named 20 recipients of its "2016 Sustainability Recognition Program Award," which encourages member companies to create and adopt sustainable business practices, and to set an example for other companies to follow. In accordance with a uniformly applied standard, SGIA presented awards to all facilities that qualified. "Determination of Award" Recipients was based on the submission of required program information and the facility’s sustainability policy. The honorees included: 3M Commercial Graphics (St. Paul, Minn.)

Ampco Manufacturers Inc (Coquitlam, British Columbia, Canada) Digital Color Concepts (Mountainside, N.J.) Dreamscape (Rockaway, N.J.) Empire Screen Printing (Onalaska, Wis.) GFX International (Grayslake, Ill.) Global Products Inc. (Saint Peters, Mo.) Holland & Crosby Limited (Mississauga, Ontario, Canada) Image Options (Foothill Ranch, Calif.)

JN White Designs (Perry, N.Y.) Laird Plastics (Boca Raton, Fla.) Lind SignSpring Group (Mansfield, Ohio) Meisel, Division of R.R. Donnelley (Carrollton, Texas) Modernistic (Stillwater, Minn.)

NGS Printing Inc (Elgin, Ill.) Piedmont Plastics Inc. (Charlotte) Stella Color (Seattle) TASUS (Hamilton, Ontario, Canada) Tradeshows And Displays, A Plum Grove Company (Schaumburg, Ill.) Visual Impressions Inc. (Milwaukee) P16 CANVAS JULY 2016

The Printing Industry of the Carolinas (PICA) named the winners of its PICA Awards. This year's awards featured more than 630 entries from 47 printing companies, along with more than 125 entries from five graphic arts high schools and seven college graphic arts programs from across the Carolinas. The winners included: TCG Legacy (Garner, N.C.): Mac Papers “Best of Show” award; Heidelberg “Best Printing Division C” (26 to 59 employees); and the Lindenmeyr Munroe “Best Presentation Kit” award Innovative Solutions (Aiken, S.C.): Xerox “Best Printing Division A” (1 to 9 employees) award Deluxe Printing (Hickory, N.C.): Canon Solutions America “Best Printing Division B” (10 to 20 employees) award Sun Solutions (West Columbia, S.C.): Printers’ Service PRISCO “Best Printing Division D (60 or more employees) award and the HP “Best Digital Printing”award Arzberger Stationers (Charlotte): Athens Paper “Most Creative Use of Paper” award iTek Graphics (Charlotte): Manchester Industries “Best Process Color Printing” award Salem One (Winston Salem, N.C.): Sun Chemical “Best Packaging” award and the Domtar “Best Printer’s Self-Advertising” Salem One: "People’s Choice” winner Tie: Salem One and Sheriar Press (Myrtle Beach, S.C.): Gutenberg Award for “Most Best of Category Winners" Sheriar Press: "President’s Award" Laser Image Printing & Marketing (Durham, N.C.): "Gwen Doster Judges’ Choice Award" Graphic Visual Solutions (Greensboro, N.C.): Case Paper “Best Brochure” award Classic (Charlotte and Raleigh, N.C.): KBA “Best Catalog” Heritage Printing & Graphics (Charlotte): FUJIFILM “Best Wide Format” award Wright Global Graphics (Thomasville, N.C.): FUJIFILM “Best Flexography” award NAPCO (Sparta, N.C.): Ultimate Print Finishing “Best Finishing” award The "PICA Foundation Student Achievement Award" for High Schools: Garrit Strunga, Applied Technology Education Campus (Camden, S.C.); his instructor, Walker Canada "NAPCO Collegiate Division of the Student Achievement Awards": Luke Crouch, Graphic Arts & Imaging Technology (GAIT) program at Appalachian State University; his instructor, Dr. Mandy Wu

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Awards & Recognition | Around the industry

Around the industry SGIA recently revamped its sustainability resources to include the Sustainability Resource Center – a onestop shop for everything sustainability. The new information hub offers various portals to fit your needs, including: • Integrating sustainability into your business strategy • Reduce your operation's environmental footprint • Third party validation increases customer confidence • Avoid greenwashing and gain valuable credibility • Recognition for your sustainability efforts • Your sustainability efforts should not go unrecognized!

• State and Federal procurement • Purchasing both products and services for the greater good For more information, visit https://www.sgia.org/government-watch/sustainability/ SGIA-Sustainability-Resource-Center GPA recently helped respected photographer and producer Chris Cuffaro with his monumental exhibition in Los Angeles. Cuffaro is known for capturing the real people behind larger-than-life musical icons, including George Harrison, Nirvana, Iggy Pop, Brian Wilson, and Willie Nelson. To help commemorate 30 years of creating unforgettable images, Cuffaro worked with GPA and Chromatic Inc., Glendale, Calif. GPA and Chromatic helped turn 100 of his most memorable prints into impactful leave-behinds on GPA’s Ultra Digital 100# White Matte Text and 12 pt. White Matte C1S Boards.

For more information or samples of the papers, visit www.askgpa.com.

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WHAT’S GOING ON? LET US KNOW! GET YOUR NEWS HERE.

People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it.

All you have to do is email us the information and a photograph, and we’ll do the rest.

Send your information to michael@thecanvasmag.com.

CANVAS P19

Around the industry| Q&A

FINAL THOUGHT

On point with...

KERRI HOWELL

Before she landed at Syracuse University’s S.I. Newhouse School of Public Communications teaching communications, Kerri Howell practiced the art of consumer engagement on several different levels. She served as director of public relations and marketing for St. Joseph's Hospital Health Center in Syracuse. She did public relations for Lockheed Martin Corp., and Blasland, Bouck and Lee. She also spent time as a news producer for WSTM-TV and WPTZ-TV in upstate New York. At each stop, Howell saw first hand the value a good story has on its audience. These days, along with teaching students the art of purposeful storytelling, she also is director of communications and media for the Martin J. Whitman School of Management at Syracuse University.

Why do consumers today want to feel a genuine interaction with brands?

Influencer marketing is a powerful way for brands to engage with current and potential consumers, because it’s essentially a non-biased, third-party endorsement of their products and services. The clout that some influencers provide can help propel a brand forward and allow for these opinion leaders to help generate engagement and awareness on a targeted level.

What are the best ways to get your customers involved in telling your story?

Many brands are now encouraging consumers to share their experiences with their products in unique ways. For example, Four Seasons Hotels and Resorts encourages customers to share vacation experience photos on Instagram using a variety of hashtags. This allows tourists to share beautiful vacation photos that are appealing to all, and it helps Four Seasons showcase its global properties.

True or false – if your brand shares content, your audience will connect with it.

False. Content marketing is an art and a science. It’s critical to figure out what resonates with your target audiences and develop content that will appeal to them. Find out what they’re talking about and what keeps them up at night, and then generate content that will provide information they can’t get elsewhere.

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It’s critical to figure out what resonates with your target audiences and develop content that will appeal to them.

What are some ways brands can be creative in their engagements with their customers?

One of the most difficult aspects about being creative is breaking free from convention and what is expected. When you can move beyond what is expected, you will be able to find novel and useful solutions.

Create an environment in which your team feels psychologically safe to ask questions and challenge ideas.

Encourage debate, and you will encourage internal and external communications.

Why does this type of mindset start at the top?

Research has consistently found that leadership behaviors affect employee creativity and communication. A leader or supervisor’s support of creativity positively affects action. Leaders can promote creativity through their own interpersonal skills and communications, encouraging communications among employees who have important and relevant skills and information, openly encouraging and supporting employee ideas, and recognizing employees’ ideas and contributions.

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