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With the rapid rise in leadership training and development of best practices, the opportunity to learn effective leadership skills is at the fingertips of anyone who wants it. Books, podcasts, and training seminars are just a few of the training mediums used, but even with the considerable amount of information available, leaders everywhere continually fall short in one significant aspect: Leading others is not about fitting your team members into your management style; it’s about you fitting into theirs.
There’s a common belief that to be a great leader in business you need to have a plethora of skills and an even more substantial breadth of knowledge. But this rationale couldn’t be further from the truth. Leadership isn’t about knowing every detail about your industry, and it certainly isn’t about being the best at your job. To be an effective leader, you need to help others achieve their goals.
Leading in a style that meets the needs of your team doesn’t come naturally to most people, and that’s why a great leader is so valuable. They are capable of adapting to meet the needs of those they lead. It’s a multifaceted objective that requires a lot of emotional intelligence and a willingness to collaborate. While there are many strategies to help leaders understand how to lead others properly, communication is the most important part.
In many instances, someone is placed in a leadership role because they have a distinct personality and skill set. Those who climb the ladder are often strong-willed and communicate in a particular way. The biggest mistake leaders make is trying to communicate in a way the people they are leading don’t fully understand.
To provide an example, let’s use the fictional people Natalie and Larry. Natalie is in a leadership role at her company where she manages a small team of people. Larry works under Natalie and communicates with her on a daily basis. Natalie is a nose-to-the-
It’s not quite holiday season yet, but as the dog days of summer grow less grueling, the Orlando area is starting to heat up in other ways. October is a big month here, and a number of festivals and events are in full swing.
Our daughters were always huge fans of Halloween Horror Nights at Universal Studios, and the International Food and Wine Festival at Epcot is always fun. For me, the nicer weather means more opportunities to take my camper out. I’m very much looking forward to exploring some new spots in the coming weeks and months.
The firm has a busy schedule too! Later this month, Faith, Nick, and I will travel to Washington, D.C. for the Great Legal Marketing Summit. During this three-day event, we will get to listen to great speakers, hear innovative ideas, and interact with amazing lawyers from around the country.
Nick is planning to visit some of his friends at UVA after the Summit. Faith and I are going to take an extra day to ourselves to visit Colonial Williamsburg.
That’s all for this spooky edition of Your Business Matters. We’ll see you again next month!
FROM THE DESK OFEd Alexander
Continued on Page 2 ...–Ed Alexander
LEADERSHIPComes Down to Understanding How
Others Communicate
Your Business MattersAlexanderAbramson.com • (407) 649-7777
October 2018
2 • www.AlexanderAbramson.com
Every marketing professional wants their campaign to be memorable. They want consumers to take notice — or take the bait — and make their company a big profit. But sometimes, things don’t go exactly as planned. The campaigns below certainly won the attention of consumers, but in each case, what started out as a marketing dream quickly turned into a nightmare.
FIAT’S DIRECT MAIL DISASTERIn 1992, women across Spain received anonymous letters inviting them to go on a “little adventure.” The letters stated, “We met again on the street yesterday, and I noticed how you glanced interestedly in my direction.” Fearing a stalker, many women locked themselves in their homes. A few days later, another letter arrived, revealing the identity of the “secret admirer” as the new Fiat Cinquecento. Yes, the creepy letters were part of a marketing campaign by the Italian car company. Fiat apologized and ended the campaign after criticism from consumer protection groups, Social Minister Cristina Alberdi, and the 50,000 women who received the letters.
KFC AND HOOVER CAN’T DO MATH A shocking number of companies hold giveaway promotions without calculating exactly how much they will cost. Here are a few examples.
• Back when “Oprah” was the biggest show on television, KFC ran an ad offering a free two-piece chicken meal with two sides and a biscuit for anyone who went to their website and downloaded a coupon. Over 10.5 million coupons were downloaded, and KFC had to give away $42 million in free food.
• In the 1990s, Hoover Company in the United Kingdom offered two round-trip plane tickets with the purchase of a vacuum. Unfortunately, even in the ‘90s, most vacuums were still cheaper than plane tickets, and Hoover lost 50 million pounds in what remains the biggest promotional disaster ever.
CARTOON NETWORK CAUSES A BOMB SCAREGuerrilla marketing can create valuable word of mouth — think about the success of the movie “IT” last year. The marketing for the film included simple red balloons tied to storm drains. But Cartoon Network didn’t have quite the same luck in 2007 when they tried to promote their show “Aqua Teen Hunger Force.” When the network put electronic devices featuring a character from the show all over Boston, city residents thought the strange contraptions looked like bombs and called the police. This triggered a terrorist scare that ultimately cost the general manager of Cartoon Network his job.
... Cover story continued
grindstone person who values a good work ethic and is very task-oriented. Much of her leadership training has been centered around understanding the emotional complexities of others, and she’s been making significant progress. Larry is a creative person with an innate ability to connect with others and produce quality work. His weakness is meeting deadlines, and his training is also progressing.
For Natalie to effectively communicate with Larry, she has to understand how he will be most receptive to feedback. Natalie’s natural communication style is straightforward. She doesn’t beat around the bush, but jumps right in with specific comments based on what she sees. Larry does not respond well to this style of communication. He needs to be understood, know that he’s valued, and encouraged on how he can do better. Without Natalie adapting her communication style to meet Larry’s needs, she will never get through to him. Even worse, if Natalie gives critical feedback to Larry, there’s a potential he will shut down, and his morale will take a nosedive.
The onus for this communication adaptation is strictly on the leader. It’s not Larry’s responsibility to adjust his communication style to meet the needs of Natalie. This doesn’t mean that there should be an expectation for Larry to communicate however he wants, but leaders are in their roles because they are trying to help others achieve their goals. If Larry is shutting down because Natalie can’t understand how to communicate with him, then he’ll never grow or find the success he desires.
The most common misconception about this idea is that to lead in the style of others means you need to change who you are for every person you work with. In actuality, nothing will confuse your team more than wondering which personality their leader will adopt. You need to be your authentic self but develop the skills to achieve effective communication for your teams. By finding a common point of connection and learning to be more multifaceted in your communication skills, you’ll find greater success in leadership. From
there, it’s all about how you deal with success and how you give praise.
Marketing Horror StoriesA Lesson in What Not to Do
Recipe courtesy of Bon Appetit Magazine
• 3 packages unflavored gelatin
• 1 1/2 cups granulated sugar
• 1 cup light corn syrup
• 1/4 teaspoon kosher salt
• 1 tablespoon pure vanilla extract
• Powdered sugar, to coat
1. In a mixing bowl, combine gelatin and 1/2 cup cold water. Let sit while you make the syrup.
2. In a small saucepan over medium heat, combine sugar, syrup, salt, and 1/2 cup water until the sugar dissolves.
3. Raise heat to high and bring syrup up to 240 F, using a candy thermometer to check for temperature.
4. With an electric whisk on low speed, slowly whisk syrup
into gelatin mixture. Switch speed to high and whip for 15 minutes, until very thick. Fold in vanilla after whipping.
5. Dust a nonmetal baking dish with powdered sugar and spoon mixture into dish. Smooth mixture, top with more powdered sugar, and let stand uncovered overnight.
6. Cut into squares, decorate, and serve.
MARSHMALLOWSIngredients
Directions
Take a Break!
(407) 649-7777 • 3
Homemade
The Monsters Some Believe Are Real3 of the Weirdest Cryptids in Pseudoscientific History
A Lesson in What Not to Do
CAULDRON COSTUMEDRACULA
GHOST
HALLOWEEN HALLOWS EVE
HAUNTEDPUMPKIN
SCARY STORIESSPOOKY
TRICK-OR-TREATZOMBIE
There are people who would have you believe that monsters live among us all year long. These individuals, referred to as cryptozoologists (or just “wishful thinkers” by their skeptics), believe a hidden animal kingdom exists just beyond the edge of mainstream biological science. Here are three of the weirdest, almost-certainly imaginary “cryptids” to ever capture the human imagination.
THE JERSEY DEVILAccording to legend, the 1.1 million-acre Pine Barrens of southern New Jersey are home to more than just birds and deer. The story goes that when one Jane Leeds gave birth to her 13th child, she was dismayed to add yet another kid to her responsibilities. She cried out, “Oh, let this one be the devil!” Shortly after the child was born, the boy was transmogrified into a twisted creature with the malformed head of a goat, leathery wings, and a thrashing, forked tail. After slicing the midwife with its ragged claws, the beast flew up the chimney and fled into the trees. Hundreds of years later, the beast is still said to creep the backwoods on its cloven hooves, glowering from the blackness with shining, red eyes.
THE BUNYIPWhen European settlers began edging into the territory of Aboriginal Australians, they heard whispered, frightened tales of a man-eating “water spirit” that lived in the lakes and rivers of the area. Descriptions of the creature varied wildly. The monster was alternately described as an enormous starfish, an alligator-like creature with the head of an emu, or a massive bulldog-faced beast. But accounts held one thing in common: The monster claimed the lives of any who dared camp near its watery domain.
THE LOVELAND FROGOne night, near Loveland, Ohio, a man reportedly beheld a trio of bipedal frog-people slapping their webbed feet along the side of the road. If that wasn’t enough, one even had a magic wand, which shot sparks as the man ran off. Apparently, not all mythical beasts are bloodthirsty monsters; some are a little more Kermit than Cthulhu.
Inside This IssueFrom the Desk of Ed Alexander PAGE 1
Communication in Leadership PAGE 1
Would You Survive These Marketing Nightmares? PAGE 2
3 of the Weirdest Cryptids in Pseudoscientific History PAGE 3
Take a Break PAGE 3
Homemade Marshmallows PAGE 3
The Most Sought-After Employee Benefits PAGE 4
Published by The Newsletter Pro • www.NewsletterPro.com
THE TOP 5 EMPLOYEE BENEFITS
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PRST STD US POSTAGE
PAID BOISE, ID
PERMIT 411
A Powerful Recruitment and Retention ToolThe most powerful employee
recruitment and retention tools a business has are the pay and the benefits package it offers. While a killer company culture and creative amenities look great in a magazine spread, they aren’t enough to convince top talent that their future lies with your business. The right benefits package, though, could persuade a prospective employee to choose a position at your company over another that offers a similar salary. According to a study conducted by Harvard Business Review, these five benefits are considerably more desirable than others.
NO. 1: HEALTH, DENTAL, AND VISION INSURANCEAs the cost of health care has skyrocketed in recent decades, so too has the demand for employers to provide comprehensive coverage. Unsurprisingly, it’s the most expensive benefit to provide. Weighing how much coverage your company is willing to offer may be a delicate
balancing act, but the rewards can completely change your business for the better. Companies like Patagonia, with its best-in-class maternity policy, retain employees at a significantly higher rate than average.
NO. 2: FLEXIBLE HOURSOur lives are busier than ever before, and scheduling conflicts crop up all the time. Employees don’t like having to decide between working and attending their child’s soccer games. Offering some flexibility in terms of when somebody can work, therefore, is extremely desirable.
NO. 3: MORE VACATION TIMEIn the European Union, companies are required to offer at least 20 days of paid vacation to employees. In the U.S., that number falls to a whopping 0. In fact, 1 in 4 American employees doesn’t get paid time off at all. The more you offer, the more appealing you’ll be.
NO. 4: WORK-FROM-HOME OPTIONSTechnology has made it so that many employees don’t need to be in the office all the time. Because of this, many employees actively seek out jobs that provide flexible work options. Even offering one or two work-from-home days per week can be a huge draw for candidates.
NO. 5: UNLIMITED VACATIONThis policy might sound crazy on first read, but admired companies like Hubspot, Dropbox, and Netflix all offer unlimited vacation. Each company structures their policy a little differently, but they all stress the importance of work-life balance to support happy, productive, and fulfilled employees.
If you’ve found yourself wondering why you can’t attract the candidates you want, take a look at your benefits policy. When you can’t compete on that front, you’ll find it mighty difficult to get and keep the best people.
Alexander Abramson PLLC
220 N. Rosalind Ave.Orlando, FL 32801(407) 649-7777
AlexanderAbramson.com
