Two Lessons From the Winning Campaign
Well, after almost two years of drama, the campaign is finally over. Whew! And now we can all sit back and Monday morning quarterback the results. I've learned a lot about branding this election cycle. Moving past the politics, here are two lessons and how to apply them to your business.

Branding is bigger than the person
The biggest problem with John McCain was not John McCain. It was George W. Bush's approval rating and the Republican Party brand. Dissatisfaction of the Iraq war and the economy played key roles in the party's brand. Rightly or wrongly, leaders are responsible for what happens during their watch. And being a maverick (while keeping his base happy) didn't overcome the perception that voting for a Republican would somehow reward incompetence and condone the mistakes.

Moral of the story: Our brand is not an island. It resides in a larger context and our value is defined as a comparison of what is happening around us. Obama consistently linked McCain with Bush and the current fiscal fiasco. McCain had to delicately convey his maverick persona without insulting the base that backed Bush. At the end of the day, we play a role in a bigger stage.

Your next step: take a look around. What is your role in the greater context? How can you fit your brand into what's happening now? If something is wrong, can you be the credible alternative to the status quo? If something is needed, can you be the conduit, the way to get from point A to point B?

Reach out with precision
Arizona Governor Janet Napolitano made an interesting point during her recent speech at Harvard. When asked why she supported Obama instead of Clinton, Napolitano noted that Obama's people approached her early on to join forces. She said that she was surprised that Clinton's campaign never did. Obama didn't stop with potential friends. How did he win over Bill Clinton? By asking his advice on the economy.

Moral of the story: In an age where everyone feels special, mini messages to micro targets are the key. Obama had a military-style precision in reaching out to a variety of constituents: Hispanics, young voters, women. One media outlet focused on getting voter information out in swing states -- left on every door, customized by neighborhood.

Your next step: Thanks to technology, it is possible to mass market personal messages. Who do you need to reach out to? How much common ground do you have? Start the conversation and see what happens. You might be surprised at the results.

What Every Game Plan Needs for 2009

Too many folks are about to learn the dark side of being an entrepreneur: there is always an element of risk. A booming economy hides this hazard. But now is the time to look at your game plan and adjust for growth when revenues are not a given. Here are two game-changers to consider for 2009. One will hurt. One will help.

The worst mistake you can make

The biggest game-changer facing us is mental. How we approach this uncertain economy is very telling on how we approach risk in general. Because many experts are small business owners or solo entrepreneurs, shaky revenues hit the home front hard. It's very tempting to "just wait" and pull back on business expenses to make sure the personal necessities are taken care of (especially when your spouse suggests it). That is the most fatal mistake experts make. It will be the leading cause of business failures in our industry.

Here's why: unlike personal expenses, a business can never stay stationary. It either grows or it withers. During tough times, it takes much more energy to maintain revenues. Therefore, if you reduce your resources you reduce your momentum, the fuel that moves a business forward. The business doesn't have the energy to maintain the status quo and slows down. Then it is harder to ramp back up from that weakened position. It's like treading water in stormy weather. Stop moving and you start to sink; if you don't have the extra energy to get back above water, you drown.

Avoid this knee-jerk reaction. Instead of cutting expenses, invest strategically. Decide what you most need and invest in that first. Then use the additional revenue to invest in the second tier needs. Rinse and repeat. (Vickie's note: The November 20th planning session will outline key benchmarks for making strategic investments in this climate. Only available to Here's the Deal 2009 participants. Click here for more details.)

Execute with precision

The second change is tactical. When the economy is good, you have time on your side. Sales cycles are shorter; buyers have more confidence in deciding to invest. Efforts with intangible benefits (such as writing that book) can be subsidized with revenue from other sources. When times are tough, the tough focus on turning what they already have into gold.

Now is the time to leverage all your assets. Sales cycles will get longer next year, so don't think that your big branding efforts will turn into revenue all by itself. Implement tactics that give focused sales messages to narrow target markets. It's easiers to hit the bulls-eye when you can clearly see the target.

Got media? Then focus on tactics that will turn that media into a steady stream of qualified leads. On the speaking circuit? Then pack the house with decision makers who need to preview you. This will be the year that small things executed with precision will make a big difference. (Example: our president-elect's outreach effort. See article above.) And if you don't have momentum? Then build your foundation for future sales. You'll be in a great position when the economy turns around.

Changing times call for changing your own game. Put everything you do under a microscope. And then ask yourself: What assumptions -- and tactics -- do I need to change? What will work now in this environment?

Winners and Losers
Make no mistake: some of the mighty will fall next year. What you do right now will dictate your survival in 2009. The most important point I made in our group strategy session last month is there are winners and losers in every economy. And we get to choose which group we'll be in. (Did you miss it? No worries. Click here for details.) Now is the time to stay strong, act fast, and KEEP MOVING! Those who hesitate will not have the momentum to recover when the economy does.

The worst thing you can do right now...
Is to be alone. This is the source of the most destructive jedi mind tricks. Isolation skews reality and drives irrational decisions that look good on paper but have horrible results in practice. It's time to band together and beat this economy head on. That's why I've extended Here's the Deal 2009 for an entire year. And the planning session for November 20th is coming up fast. Click here for more details and hang out with me for a year.

Thanks for letting me into your world
As we approach the season of gratitude and goodwill, I am overwhelmed by the many blessings you gave me this year. Our interactions enrich me, teach me, and help me in more ways than words can express. I can only hope that I give back as much as I receive. Let's remember what is truly important now and that's the quality of our relationships. I wish you all the most peaceful, heart-felt and meaningful holiday season. And let's rock 2009!!

A:  First, understand that uncertain economic times do not translate into bad times for everyone. The big issue here is interpretation: how do you translate (and therefore respond) to the changes? The best benchmark: stay strong on strategy and fluid on tactics.

Strategically, don't do anything to dilute your brand. Buyers can smell fear at 50 paces and they will respond by demanding lower prices. Be flexible and give more when you can, but don't give away your brand with a fire sale. This is a typical response from experts who are isolated.

Put your tactics under a microscope. Ask yourself: where are my clients coming from? What got them to commit? What were their other options and why did they choose me? Go to the dark side by asking: "How many prospects are asking for discounts? What used to work and is no longer working?" The worst thing you can do is more of what is no longer working. So be prepared to drop any tactic and adopt new ones quickly.

"From listening to your tapes I expected you to have a profound understanding of the speaking industry and you exceeded my expectations at every turn. Your research-based positioning of my background and message has transformed how jaded decision-makers discuss my keynotes and workshops. I would recommend you to other speakers without reservation."

Dr. Steve Bedwell
Professional Speaker
www.SteveBedwell.com

Do you have a question? Need advice from an expert? Write to us.