Thursday night, I went to a workshop by my friend Ingrid Bredenberg, Essential Skills for 21st Century Leaders, put on by the graduate program in Leadership at American International College. Her curriculum was based on the DiSC personality matrix.

Short version: we often expect people to act as if they approach the world the same way we do—but actually, most people tend to emphasize certain personality traits and de-emphasize others. We fall into four sweeping personality categories, though with plenty of gray area and overlap. If you expect the same behavior patterns from someone with a different way of looking at the world, you both will be disappointed and frustrated.

The four personaity categories, according to DiSC (image by Shel Horowitz)
The four personality categories, according to DiSC (image by Shel Horowitz)

The two axes measure whether a person is outgoing or reserved, and whether he or she focuses more on people or on tasks.

Dominants (D) are outgoing and very focused on results. They ask What questions, like “what has to happen to move this forward?”

Influencers (i) are also outgoing, but much more people-oriented. They ask Who questions, like “who should be part of the team?”

Steady (S) people are a lot quieter and dependable. When a D or i initiates a project, often it’s the S who gets it done. Look for How questions: “How can we accomplish this task?

And the Conscientious (C) are task-oriented introverts who ask Why questions, such as “why do we need to do this?”

The thing about personality traits is that they are strengths up to a point—but in overdrive, they become weaknesses. A super-intense D may turn lets-get-it-done into running roughshod over others and becoming a tyrant, while a super-C can turn caution into stubbornness, dig heels in and not move forward. A super-i could be annoyingly flighty even at a party, eventually, while a super-S might turn strong loyalty into blind obedience. (These are my examples, not Ingrid’s.)

Why does the i take a small letter when the other three are capitalized? Ingrid thought it might have been as simple as the need to make it clear that it was not a lower-case L. In the sans-serif typefaces that DiSC’s graphics people favor, those two look pretty similar.

As a marketer rather than a manager, I see implications far beyond running a meeting or tasking a project through an organization. Just as in the green world, I tell my clients to message differently to Deep Greens, Lazy Greens, and Nongreens, and just as many marketers tell you to market differently to people who learn by sight, sound, or touch (visual, aural, or kinesthetic), so it’s important to reach the different personality styles with messages that resonate with each.

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Many years ago, I signed up for a Discover card for some very specific reason (it may have been in connection with buying an appliance from Sears, which owns Discover). I use this card so rarely that at least twice, when I’ve received replacement cards, I noticed that I had never bothered to activate the one that was about to expire.

So I was extremely amused to get a very hypey 4-page mailer—it looks like the copywriter studied all the greats and completely misunderstood the lessons—that begins (bolding and underline in original—see picture),

Headline of the lying letter from Discover
Headline of the lying letter from Discover

YOU’RE ABOUT TO BE REWARDED …
The Loyalty You’ve Demonstrated
The Past 14 Years Has Earned
You This Exclusive Invitation.

How Exclusive? Fewer Than
One Discover® Cardmember In Five
Is Receiving This Mailing.

And then it goes on to tell me I qualify for fast-track balance repayment that could shave a year and several thousand dollars off my repayments.

What’s wrong with this picture? Let me count the ways:

  1. As I mentioned, I’m not a loyal customer. I don’t even keep this card in my wallet. So I don’t believe the copywriter’s attempt to make this offer sound exclusive.
  2. Even if this were my primary card, I’m not exactly bowled over to learn that 20 percent of a user base in the millions is getting the offer. Exclusive? Ha ha ha.
  3. One more way to assure me this is nothing resembling the exclusive offer it pretends to be: the invitation code (required to participate in the program)—is 23 characters long, not counting hyphens.
  4. The lack of segmentation—OK, so this is the mailing manager’s fault, rather than the copywriter’s—is appalling. I never carry a balance. On ANY of my credit cards. I use them as 20- to 50-day access to funds without accruing interest, an easy way to track my purchases and save on postage (by paying one bill on line rather than a bunch of bills with mailed checks), and oh yes, a way to get air travel by accumulating frequent-flyer points for stuff I was going to buy anyway. So under any circumstances, I’m not even in the target market for this “exclusive” offer.
  5. The text of the letter is actually a strong argument against running up credit-card balances. It shows just how much this costs—something many consumers barely think about. The takeaway I get from this letter is don’t buy what you can’t afford, and pay your bills on time and in full, as I do, so you never pay these exorbitant charges.
  6. The meme of “make 2015 the year you took control” is ludicrous. You want to take control of your credit card debt? Pay off your balance and stop running it higher. Switching from five to four years of repayment servitude doesn’t cut it.
  7. Finally, the visual layout is a real turn-off. The thing is just drowning in too much bold, too much underlining (and the underlining is inconsistent—either underline the individual words or the phrases including the spaces, but don’t mix them), too many call-outs in a fake-handwriting font (does the designer really think we’re going to be fooled by the slight bowing in the underline?).
  8. Page 1 of the lying letter from Discover
    Page 1 of the lying letter from Discover

    Oh, yeah, on page two, which is even more cluttered with bold, underlining, and “handwritten” pull-outs, a footnote mentions that not everybody gets the spiffy 6.99% APR that “Jim” gets. Some people are going to pay usurious rates of up to 18.99%—YIKES!

It’s letters like this that give marketers a bad name.

This letter actually did inspire me to take action. First, I’m writing this blog. I get to use them as an example of how not to do direct mail. And second, I’m finally going to cancel my Discover card. I don’t choose to do business with companies that lie to me.

By the way, if you’d like marketing that doesn’t scream, doesn’t lie, addresses its exact target audience and effectively differentiates your products and services, give me a call at 413-586-2388 (8 a.m. to 10 p.m., US Eastern Time) or drop me a note. I make my living as a marketing and profitability consultant, with particular emphasis on green/socially conscious, businesses, independent small business, and authors/publishers.

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This may be a new level of stupidity. Murdoch-owned publishing behomoth HarperCollins actually prepared and started to sell an atlas that does not show Israel. At all. Lebanon, Jordan, Gaza, and the West Bank are there.

No big surprise, there was lots of pushback when word got out, and HC removed the atlas from circulation and said it would pulp any remaining copies. Even the UK Bishops’ Conference Department of International Affairs condemned the publication as a blow against peace in the region.

The company sheepishly withdrew, saying,

HarperCollins sincerely apologises for this omission and for any offence caused.

But the company is talking out of two sides of its mouth. Earlier, as reported in the Washington Post, it tried to justify the omission:

Collins Bartholomew, a subsidiary of HarperCollins that specializes in maps, told the Tablet that it would have been “unacceptable” to include Israel in atlases intended for the Middle East. They had deleted Israel to satisfy “local preferences.”

HarperCollins has quickly found out that it’s also unacceptable to abandon truth in a volume that claims to offer

“in-depth coverage of the region and its issues.” Its stated goals include helping kids understand the “relationship between the social and physical environment, the region’s challenges [and] its socio-economic development.”

Ummm, hello, and just how do you intend to put the region in context if you ignore the most conflicted issue it faces? Do you really think students in Arab countries haven’t heard of it? Did you really think this would stay a safe little conspiratorial secret just for the cognoscenti?

HarperCollins would have been totally justified in marking the West Bank and Gaza as disputed territory held by Israel, following conquest. But there’s no dispute about Israel being a nation.

This is a time when we all have social media at our disposal. That means it not only should have been totally obvious that this would backfire, but HarperCollins had the tools at its disposal to make the governments demanding this absurdity to be the ones looking ridiculous. If any governments insisted on refusing entry to accurate atlases, the company could have had a skilled social media manager explain why HC would no longer sell atlases into these countries, and create a pressure movement both from outside the country and from those inside who recognize that not knowing geography is a handicap in the global economic arena, and the Gulf states would have lifted the restriction.

Instead, what HarperCollins has done is to eliminate its own credibility. It’s hard to imagine anyone in the future trusting any reference materials from this publisher. Blatant and deliberate repudiation of truth is not a recipe for success in the world of reference books—especially reference books about the world.

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Jumping in on a long discussion about online bullying in LinkedIn discussion groups and people hijacking discussions, I found a need to add my two cents. (You may need to be a member of that discussion group to see it–not sure).

 

OK, I write as a US-American who has traveled widely and made a point of meeting and talking with people of the cultures where I was visiting (often through homestays, as well as through conversations on bank lines and public transit, etc.)

1. Yes, like every other country, the US has its share of boorish, know-nothing, blinders-on bigots. The difference: in the US, they tend to have more money and power, and more influence on the news media and the political, umm, “process.” And the media, in turn, influences those citizens who get their news from TV toward a very distorted worldview, driven by celebrity “news” and the things that TV execs think hold people’s interest in a newscast: fires, terrorism, natural disasters, and all the other “if it bleeds, it leads” crap.

2. However, the US also has millions of people who care deeply about the world, actively work to learn more about it, and engage in citizenship in a deep and true way (as do most other countries). Many of these folks have at least a functional grasp of one or more languages other than English—unlike the mainstream US population.

3. I’d encourage several of the posters to get out more. Meet your neighbors. Find people who agree with you, and those who don’t. Have open-ended, nonjudgmental conversations. You may be surprised at what you find. I know I was, when I started doing just that back in the mid-1970s. I have many friends with whom I acutely disagree on politics. Sometimes we argue. Sometimes we find other topics where we have common ground. The way to break down stereotypes is to engage with people.

I’ve done this an an organizer, too–for example, running for City Council on a platform focused on affordable housing, traffic safety, and honest/open/transparent government: “Mom and apple pie” issues that cross all demographics. If I had come out right away with an agenda of peace, economic justice, and environmental restoration (back in the 1980s and early 90s when I was a candidate), I would have been dismissed as “too radical”–but we could build consensus around the need for stop signs and crosswalks at dangerous intersections.

Later, I founded a successful campaign to save a threatened local mountain. Once again, I was able to make common cause with people who vehemently disagree with me on a host of other issues. But they could agree on saving the mountain.

And meanwhile, I go out to coffee with my Republican neighbors when I happen to be free on a Wednesday morning. We have fun, share stories of the neighborhood and its past and present residents, and sometimes get into it about politics.

The person who I disagree most strongly with is a fascinating guy, retired from a career as a TV news cameraman with a major network, including much experience abroad in various hotspots. I consider him a friend, but our views are worlds apart. He is a true Tea Partier, and I am basically a Green who usually votes Democratic since there are no viable third parties in the US. I think the others who attend these gatherings are actually amused when we have at it.

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A libertarian participant on a LinkedIn discussion group posted,

how does business do anything to make you miserable ??

dont like their products then dont buy them

without biz making those things you would [be] naked growing your own vegetables in the wilderness

My response:

William: I know you espouse libertarianism but I don’t think of you as naive. I was once a member of the Libertarian Party, and still see a great deal of merit in libertarian approach to foreign policy as well as civil liberties; I would love to see Ron Paul as US Secretary of Defense, because if HE were willing to go to war, the situation must be dire indeed. But when you write,

You come across as VERY naive. Or are you pulling our collective (yes, a loaded word in libertarian circles) chain?

Consider…there are many corporations that do great things, create reasonably enjoyable workplaces, and work to heal the planet. BUT, worldwide, there are others that 1) create utter misery for their employees (think about the sweatshop workers in the factory that burned in Bangladesh a year or two ago); 2) pollute and destroy the neighborhoods they’re located in, causing severe adverse health effects for their neighbors and others; 3) rape the earth for their raw materials and then dump the toxic leftovers back on the poor, beleaguered planet, taking no responsibility for their actions.

You will say to #1 that no one forces people to work in slave conditions; they could just go off and start their own business if they don’t want to work for “The Man.” I did that, and from your ID line, it looks like you did, too. But that’s disingenuous. Not everybody can think through that alternative, not everybody has access to even a sliver of capital. If you’re making barely enough to keep your family from starving and from being thrown out of your one-room shack, even a few bucks will be too much.

I started my own business with $200. I was pretty poor at the time, but I did have the $200 (and even a bit more) in the bank. And I had to survive during the very lean start-up phase. At the time (1981), I knew almost nothing about marketing and was in a community that had little use for the service I was offering. I made $300 the first 6 months—before we moved to a more supportive community—and lived on a mix of rapidly depleting savings, odd-job income, and what my wife-to-be brought in from her meager job at a restaurant. But I had that luxury! I had a couple of thousand in the bank that I could draw from. Many people in developing countries, or even in our own inner cities and poor rural areas, do not. If they have no job and they start a business that isn’t immediately viable, how do they eat?

I would have more respect for the libertarian position if it accepted responsibility for #s 2 and 3. But libertarians discredit themselves with me when they claim that it’s their right to plunder the earth because they got there first, and that it’s perfectly OK to extract the resources, pollute and dump wastes just because of that arbitrary fact.I don’t object to profit; I make a chunk of my living writing and speaking about how to be a better capitalist, after all. But I have no respect for businesses that claim they have every right to privatize their profit while externalizing—dare I say socializing—the harm. A true libertarian would see overharvesting and pollution/dumping as theft from others, forcing them to incur economic costs to clean up someone else’s mess. But somehow, the libertarians I know sound a theme more like “we got here first, too bad for the rest of you, and the mess is not our problem.”

Libertarians often cite economist Milton Friedman on the social responsibility of business to maximize profits. However, even Friedman saw a need to limit business. I went back to the source: his New York Times Magazine essay of September 13, 1970. And to my amazement, I found that Friedman added some major conditions to his remarks. Here’s what he actually said:

In a free-enterprise, private-property sys­tem, a corporate executive is an employee of the owners of the business. He has direct re­sponsibility to his employers. That responsi­bility is to conduct the business in accordance with their desires, which generally will be to make as much money as possible while con­forming to the basic rules of the society, both those embodied in law and those embodied in ethical custom. (emphasis added)

At the very end of the essay, he quotes from his own textbook and repeats the qualifier, phrased a bit differently:

“there is one and only one social responsibility of business–to use [its] resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.” (emphasis added once more)

To put it another way, in this essay, Friedman was totally willing to concede that self-rule doesn’t always work in the business world. Government is needed to keep business from exercising its self-interest at the expense of others’ self-interest and the wide society’s interest. Whether it’s a retailer avoiding the cost of health insurance by paying its workers so little that they qualify for government assistance or a manufacturer spewing poisons into the air and water and land, expecting that the government—in other words, the taxpayers: we the people—to clean it up,  I would definitely count as “deception or fraud”: the externalizing of responsibility for the mess.

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A new report confirms (yet again) what I’ve been saying for years: consumers flock to companies that actively support companies with a clear environmental agenda. A survey of 31,000 consumers around the world reported:

• 21 percent of American consumers often or always bought a brand they perceived as more responsible over another in the past year.
• Factoring in respondents from other countries, that figure rises to 34 percent—that’s more than one in three
• 67 percent would like to make purchasing decisions based on social responsibility in the future.

And it’s not just consumers; it’s employees, too. Another study notes that an astonishing 71 percent of Americans would choose employment by “a company whose CEO is actively involved in corporate responsibility and/or environmental issues.”

Thanks to envirojournalist Debra Atlas for pointing me toward both these studies.

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Very interesting post on Business Week: “Can Small Businesses Start a Gay Rights Movement in Mississippi?

I totally support nondiscrimination in any public accommodation or retail setting—and I’m delighted to see the “We don’t discriminate. If you’re buying, we’re selling” campaign in Mississippi. But at the risk of alienating some of my friends, l think service businesses–especially values-based ones—are a different case. Before you jump all over me—read the language I send to new prospects for my marketing and consulting services:

Please note that I reserve the right to reject a project if I feel I’m not the right person for it. This would include projects that in my opinion promote racism, homophobia, bigotry or violence–or that promote the tobacco, nuclear power, or weapons industries–or if I do not feel the product is of high enough quality that I can get enthusiastic about it.

Notice that this language doesn’t discriminate against a person or class of people–but it certainly does discriminate against a set of beliefs.

Now, if I reserve that privilege for myself, how can I possibly justify withholding it from someone else who runs a service business and has different values than mine?

Also, there’s a provider quality issue. If I were forced to write a piece of marketing copy for a product whose values I despised, I would do a terrible job. Even if I consciously tried to do my best, it would come out shoddy and insincere, because I wouldn’t believe in what I was promoting. By the same token, I can’t imagine why a same-sex couple would WANT to hire a homophobic wedding photographer (one of the examples cited in the article); the pictures will be terrible.

If you’re renting a room, buying a sandwich, riding a bus, patronizing a theme park…yes, you should have the right to be served. But if a service provider is being asked to use specialized skills to support a cause that service provider finds morally repugnant, I’m not at all sure we should coerce that behavior.

Please comment below. I’d love to get some good dialog going on this.

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Buying local. Worker co-ops. Neighborhood resiliency. Community control. Does it feel overwhelming trying to track and sort out all of these community economy movements and buzzwords?

Writer Laura Flanders, Yes Magazine, and GritTV have collaborated to make it easier for the rest of us. They’ve launched a new feature called Commonomics, and the first installment is a nice roundup of some of these trends, told through the stories of people whose stories rarely make it into mainstream media.

The initial installment is called “Welcome to Commonomics: How to Build Local Economies Strong Enough for Everyone,” and OI recommend reading it.

 

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Reading a newsletter from a marketer I generally find thought-provoking, sincere, and personable, I was rather surprised to read an article where she took one of her subscribers to task for objecting to the word “sucks” on her home page.

To me, that word inserts an unnecessary barrier, the more ironic because she bases her whole approach on connecting person-to-person.

So of course, I wrote her a note:

As some one who does my best to–and *usually* succeeds–find the best even in the grumps (in that way, I’m like your late father, I guess)–may I put another possible interpretation out there? It’s likely that this person was just looking for an excuse to act out–BUT it’s also possible that he had good reason to be offended by the S word. I personally don’t use that word, because it can be can be interpreted as homophobic–being derived from a longer expletive that starts with a c, the first four letters of which represent the male organ (I’m not being a prude here by not stating the word, but I do have a goal of avoiding the spamfilters). For the same reasons, I don’t use the word “niggardly”, even though its etymology has nothing to do with the n-word–I don’t want people who don’t know that etymology to think I’m racist.

And there’s a difference between “plain language” and foul language. I grew up on the tough streets of the Bronx, and it was a minefield of F-bombs and other expletives–but I’ve lived in places where cursing is considered not just extremely rude but an offense against religion. So, take your choice–the left -wing or right-wing possibility of why he was teed off.

I don’t remember how I found your list, but I suspect I would not have subscribed if the first thing I’d seen was “disconnection sucks”. I have a thicker skin than to be offended, but there are always better ways to say it, and I would not have wanted to get into the network of someone whose language could have been interpreted as mean and deliberately offensive, because I surround myself with people who empower others and don’t denigrate them.

Luckily, I found you some other way (I have no idea how our paths crossed, actually)–and I know you to be a caring and empowering person. But think about the message you’re putting out here, intentionally or not. This is not so much a question of political correctness as it is of establishing unnecessary barriers. yes, I understand that you want to drive the wrong people away, and I respect that. I do the same thing. For instance, when someone approaches me about working together, there’s a paragraph in my reply that says,

“Please note that I reserve the right to reject a project if I feel I’m not the right person for it. This would include projects that in my opinion promote racism, homophobia, bigotry or violence–or that promote the tobacco, nuclear power, or weapons industries–or if I do not feel the product is of high enough quality that I can get enthusiastic about it.”

But I wonder if what your doing might drive the RIGHT people away too–especially since to me, it is so out-of-harmony with your real core message of marketing through the power of personal story.

I’ll be very curious to receive her response. And meanwhile, how about a response from you? Are curse words a barrier for you? Am I overreacting? Is she unnecessarily defensive? Why, or why not?

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It’s amazing how much you can see on foot, if you just open your eyes.

I just took an hour-plus walk in Springfield, Massachusetts, from Baystate Medical Center’s Chestnut Building in the North End to the Quadrangle downtown, inbound on Dwight and returning on Chestnut. And I saw all sorts of things that I found fascinating (your mileage may vary—but as I always say, I became a writer because I’m interested in almost everything). Unfortunately, I didn’t have my camera with me, so words will have to do. Here’s some of what I discovered:

  • A spectacular blue, green, and pink Victorian house, as fancy as any of San Francisco’s Painted Ladies.
  • Not one, but three churches with Star of David motifs. One of them was obviously and one probably built as synagogues, but the third, a massive stone Catholic edifice with a medieval-style tower and an ultra-modern series of metal sculptures on the roof—could only have been built as a church. The star was directly over the main entrance.
  • The most graceful windows I’ve ever seen on a residence: the dramatically tall and elegant rounded windows on the Kimball, built in 1911.
  • Several blocks that must have once held graceful if run-down Victorians and still has a few—but most have been replaced by a tactless mix of tiny 1950s ranch houses and ugly 1970s or 1980s small duplexes. What a shame!
  • The vibrant blue art panels and gold trim on the sides of the Deco-era Massachusetts State Office Building, across from the railroad station—which I never noticed in many trips passing it as I picked up or dropped off someone
  • A former school from the late 19th century, built to resemble a castle (now housing for the elderly).
  • An enormous strip club decked out to look like a commercial block in New Orleans
  • The sprawling ante-bellum-Southern-mansion-style institution that might be part of Mercy Hospital, tall columns and all—sealed off with a chain-link fence and no trespassing signs, seemingly deserted except for one cluster of rooms with lights on. This building was sandwiched between another once-grand institutional building that had burned and been partially demolished—and a modern glass, steel, and aluminum office complex that doesn’t even have its walls yet.
  • A beautiful green antique copper clock tower on Main Street, viewed from up the hill on Chestnut near State where I couldn’t tell what building it was attached to.
  • Three gilded onion domes atop a Russian Orthodox church.
  • A sculpture all by itself on the Chestnut Street side of Museum Quadrangle, obviously part of the Dr. Seuss Sculpture Garden but one I’d never noticed walking around the quad—and another sculpture across from the Mass Mutual Center that looked like broken pottery.
  • The Two Mattoon nightclub is now a law office. Mattoon is a beautiful historic block that would be at home in Washington DC’s Georgetown or Brooklyn’s Park Slope. I didn’t walk it today, but crossed the western edge of it.
  • Rehab projects everywhere.
  • How remarkably few people were out on the streets. In an hour’s walk, I probably saw just a couple of dozen pedestrians, even though I came close to Main Street and it was a beautiful sunny day.

Of course, it’s not enough to notice. We need to think about what these things mean. For instance, I see Springfield as a city that actively reuses its old buildings; the ugly urban renewal project was an exception. More typical are the synagogues that have become evangelical churches, the train station that’s being redeveloped into a modern transportation center and retail base, and the school that now provides living quarters.

The near-absence of pedestrians means something less positive: that the city still has a long way to go before it feels vibrant. I’ve seen pictures of Downtown Springfield in the 1940s, teeming with people. The city needs a more active commercial base with people-centered retail and attention to both visitors and residents, as it once had.

What do you see when you walk around a neighborhood that you usually drive through? Your comments, below, are welcome.

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