What’s YOUR “1-Most-Important” Thing?

A presentation given at my home Chapter for BNI (Business Networking International) in Rochester NY.

Part of my job is helping clients clarify their vision of what needs to be done: Print, E-mail Website and Video are tactics. Answers to questions like “Where do you want to go from here?” are are needed before choosing the vehicle to get there.

The “e” stand for “evil”, 2

keyboard-brokenEarlier in my career, I made more assumptions and failed to ask some critical-path questions, which earned me a few scars. I offer you these observations to save you from having to earn all of them yourself.

For those who wrestle with “timing…”

“When responding to an email, please do so in time for the recipient to use the information you’ve provided, instead of what you’ve been doing. Because you current plan of action includes waiting to provide critical information in the last three hours that you’ve know for the last three months.”

“Timing in our business is crucial and these actions will force our vendor to attempt to complete this project in a manner akin to standing on his head while simultaneously begging angels to perform back flips out his nether-regions while simultaneously attempting to set his underwear on fire with a flint rock.”

“You see, flint rock is just not in the budget.”

Time is the coin of your life. It is the only coin you have, and only you can determine how it will be spent. Be careful lest you let other people spend it for you. Douglas Adams

Over Promised


Every business has a budget. If your resources were unlimited, I expect your time would likely be spent finding worthy charities to serve. But since you’re in the real world, performing a real function for real business, I expect you’ll have a real budget. What YOU should expect is real-world solutions from those who say they serve you. Those solutions should NOT include your agency disguising their self-promotions as a public service campaign or proposing to laser-etch your logo on the moon. Over promises make no one happy or wealthy.

Be ready to discuss your budget. Once you’re reached an agreement, you should expect plans on how to reach your target audience and the tools to make it happen. 

Rarely promise, but, if lawful, constantly perform. William Penn