Archive for the ‘life planning’ category

Dreamtime: You Need It To Work Best

January 14, 2008

You’re a marketer for an agency or in a corporate setting; or you’re a small business trying to handle your own marketing and communication.

I bet I can describe your day: Rush in, fire up the computer, check your schedule for the day’s tasks; have a meeting; get rolling on the stuff that’s piled up since you last left. Grab a quick lunch. Maybe read some back stuff that’s been untouched for a while. Back to work.

Suddenly it’s over and you’re joining the commute back home.

Any dream time in there? Not likely.

But here’s a business secret I was given by a business exec a long time ago before people talked about such things: Take some time each day and spend it dreaming.

Every day he (in those days, they were always a he), would close the door, tell his secretary to refuse all calls, lay down on a couch and just dream for an hour. Nothing else. Just random thinking. This guy was at the top of his game, and said that was why.

I’ve tried to follow his advice ever since, with mixed success. I’m not perfect and there were too many times when I let tasks take over from my real work, which was creating ideas. But I always went back to it.

You should too. Unless you’re performing some physical labor, ideation, problem solving, thinking, mulling — dreaming — is what your job is really all about. The rest is all just implementation and follow through.

Here are several ways to build dream time into your daily life:

Self hypnosis: This is extreme relaxation that allows the subconscious mind to go to work, usually in a very visual way that’s almost like a movie running in your head. The beauty of it is it can be directed to a specific problem or subject. In self hypnosis, you create a special place in your mind, and pose a problem to yourself. Usually, someone or some thing, a kind of mental avatar, comes along to your place and starts telling you a story that helps you work it out. If you do this, it’s best to be hypnotized first by a professional so you can get into a hypnotic state quickly.

Meditation: Lots of people like this, especially now that yoga’s popular again. Meditation is in a sense the opposite of self-hypnosis in that it lets you “empty your mind” so that thoughts can just bubble up to the surface. You’ll never completely empty your mind, of course, because the mind doesn’t like to be empty: it’s wired to solve problems, so will immediately work on anything that’s bothering you. Just let the thoughts come.

Exercise: Lots of people do this, picking a time during the day when they can run, walk, work out, or whatever they do for exercise. But not many convert it to dream time. It’s suited to it though, because in most exercise you are going through repetitive actions that don’t require thought, which frees up your mind for other things. I’ve known several poets, writers, and others who do their best work when they’re exercising: all have shared one thing. They direct their mind to a specific task. So stop watching others while you’re working out, and start dreaming.

Creativity techniques. I’ve referred to these in a previous post. There are many creative thinking techniques that can be employed if you simply let yourself use them. To do so, you have to put yourself in a creative state: calm, uninterrupted, and open minded. This is what the athletes call in the zone, or what cognition experts call a state of flow.

The main thing with any of these methods is consistency. It’s difficult to dream at first because you’re not used to it, but like any muscle, the brain responds much faster if it’s used regularly. So, yes you’re probably busy, but you have to keep using your dreaming muscles if they’re going to work.

You’ll find after a while that it responds quite rapidly when you’re ready for your dream time.

Next-Year Planning: The W6 Process

December 23, 2007

Probably because we’re at the end of the year, I’ve recently had a spate of calls from companies that suddenly realized they need to form marketing plans and/or business plans for the next year.

Often these cases involve simple facilitation: they feel they can write them in house, but would like some outside guidance as they move through the thinking process that goes into it.

Usually in these cases, I begin by going through a W6. This is a one-page plan that ask questions to elicit answers that sum up a business or personal life. This could describe a life plan, a project plan, a marketing plan, or a plan for an entire business.

It’s not simply a goals list, which are so popular at this time of year. It’s your story, encapsulated so as to burn itself into your brain and always be in the forefront of your thinking as you go about daily work.

Because so many people want to jump right into tasks or take shortcuts, it’s important to remember one thing about the W6: The process is not a replacement for a real plan. It is, however, a summary — preliminary and final — of all aspects of a plan that forces planners to be extremely precise in their thinking. You compose a W6 by thinking on a much larger scale and then reducing that thinking to its essence.

A W6 is both a beginning and an end. Initially, it acts as a kind of map for the planning. You go through a W6 at the start, expand in a real plan, and then later go back and do another W6 to ensure you’ve eliminated all fuzzy thinking and imprecisions.

Once you have completed a W6, print it and stick it on a wall where you will constantly see it. If it helps, put it into a visual form such as a mind map. The point it to always be aware of its aspects and how your daily life can cling to it and advance it.
Here are the basics of a W6:

  1. Who are you? For businesses and individuals, this is how you’re perceived by whatever community is important to you. This is a self-identity that answers questions such as what’s your character and how would you like your business or yourself to be judged? (For example: As the lowest price provider, or as a skilled high-end provider? As a deliverer or a collaborator?)
  2. What do you do? This is a summation of your core business or yourself, a kind of very small elevator pitch that acts as a guide to all our business or personal functions. It’s your passion. (For example: “we make software that does X”, or “we provide X services to the Y industry”. )
  3. Why do you do it? This is your mission in a sense. I believe it’s the most important part of the plan, because all endeavors should have a purpose, and this describes it. In planning terms, this is equivalent to outlining the business opportunity that you’re pursuing. (For example: There is an unfilled need for X among the Y consumers or businesses). In personal planning, it’s simply a description of where you what you want to be.
  4. Who do you do it for? This is the heart of your marketing planning. Who you do it for should precisely describe your target market. Again it’s useful to put this in very personal terms. (Example: A too busy working mother with X problems.)
  5. What way do you do it? This describes your business operation. Are you a web-based company; bricks and mortar, combination of both? How do you make and deliver your product and service?
  6. Where do you do it? Nationally, regionally, or internationally? In what verticals? In what locations? (Example: In a store; in the customer’s location; by mail order?) Each is going to require a different understanding of markets.

As an extra to the Where, I’ll add When? This simply means when do you do it — 24/7/ regular hours/part time, etc.? (Example: on-demand software, which would mean 24/7)

A W6 is a very useful tool for charting a course. Much discussion and brainstorming might be required to complete it, but if you really focus on it, you’ll have a very good road map to guide your business in the coming year.