Bruno, We Hardly Knew Ya.

The good news for Bruno is that it won the box office derby this weekend.

The bad news is that the 72-hour old film is, in Hollywood's mind, officially dead...stillborn amid scathing review and a relentless tide of word of mouth.

Anyone who has seen one of our Wizard Of Ads partners do our marquee presentation about society's shifting pendulum will recall a portion of the presentation where we discuss the muscular beast of technology.  In what has to be a case of Keynote imitating life, even our examples (GIgli, The Hulk) seem relatively tame by 2009 standards.  Bruno saw an estimated $20 million of its $30 million dollar weekend box office on Friday.

It led film commentator Sharon Waxman to write that "Social networking (is) making Friday the only day that counts," her point being that all the marketing in the world can take a film only so far.  Come showtime, the audience will let each other know what the real score of the game (film) is.

OMG.  i <3 Bruno!

Check out the story here.
 

Read About Ray Seggern

When Roy H. Williams wrote his ground-breaking Wizard Of Ads trilogy, he included what he called the Advertising Performance Equation.  It has been at the root of myriad marketing successes that the Wizard and his partners (and disciples) have achieved  through the years.

I am going to boil it down stupid simple so a third-grader could understand it, but it you want to drill deeper you can always go here and there...and elsewhere.  And when in doubt, go buy the freakin' book for chrissakes.  The A.P.E. is chapter 47 in Secret Formulas Of The Wizard Of Ads. Failing that, you can just download the Wizard's whitepaper here.

It breaks down like this:  four variables will determine the success of your marketing (notice that I am not saying "advertising" anymore, and we'll come back to that later).

1) Impact Quotient: Does your message possess salience?
2) Share Of Voice: Is the word getting out relative to your competition?  What percentage of the discussion do you own in your category?
3) Personal Experience Factor: Not merely customer service (though the cornerstone of this), this exists in the mind of consumers, it is the degree to which you meet, exceed, or fall short of their expectations.  In a word: reputation.
4) Market Potential: how big is the pie from which you cut your slice?

Now that's about as much as you can distill each of these.  We did a full two-day seminar with some of the most electric minds in the Wizard of Ads Group--two. full. days.--and we still could've covered more territory.  So I can't solve all the world's problems, or give you absolute clarity about all this in a single blog post.  But I do want to plant two seeds today in my monthly column (and by the way I apologize for its tardiness;  I have found in this last week that with my wife resuming her career in health care, running a business and a household is one helluva juggling act, and I applaud all the men and women who make it work).

So anyway, before I plant the two seeds, I want to encourage you to drill deeper on this, because upon grasping its fundamentals, I guarantee you that you will sleep better at night.  Then again I am a chronic insomniac, and am writing this at 4:22am...on a Saturday morning no less.

So let's take market potential out of the equation and just focus on the first three.  It's pretty simple really:  say something that resonates (IQ), budget to get the word out and get your fair share of voice (or greater than if possible) and then back it up with what Seth Godin (almost called him Rogen) would call remarkable as in "remark-able," not just good but so good that people will remark about it to their friends...not to help you, but their friends.

Now that's all cut and dried in a premillenial world, simple algebra boiled down to handy pocket-sized algorithm (which, come to find out, doesn't have a "y" in it).  Nice and nifty in the '99.

But what about facebook and twitter and all the other social media out there?  In tweaking your A.P.E., do these fall under Share Of Voice or Personal Experience Factor?

I believe the answer is, drumroll please:  "yes."

For the record, I've never claimed to have all the answers, but I'm better than the average bear at identifying the questions. This explains why I ask an either/or question and then answer it in yes/no fashion.

Here's my take, and I offer this up just as an encapsulation of what I learned from the other partners in Denver and having pondered the question since.

I was always taught that Share of Voice was something you budgeted for.  In the old school, with a one way pipeline of info, even average businesses with mediocre advertising could be successful if they bought enough advertising.  I believe those days are long gone.  At the very least, a more enlightened definition of Share Of Voice has to include the millions of discussion occuring on blogs and Twitter, et al.

But PEF was always something that required budget and architecture as well.  And the point was always this: advertising won't fix a broken business.  The crummy restaurant with good ads won't like build repeat customers much less evangelists.  If anything, I believe Personal Experience Factor (which was always the hardest to measure objectively) is now the lynchpin, the single most important part of the equation.

Here's how I explained it in Denver when we did the two-day seminar.  PEF creates this intimidating feedback loop back into your Share Of Voice.  PEF always qualified Share Of Voice (it's a fundamental component of the equation), but it used to be that this occured one-to-one.  Now with the ability post things on facebook walls and convey thoughts to thousands of followers...not to mention the staggering SEO power of the blog...now more than ever it is imperative that you exceed expectations. If that feels like a leap, start by just doing what you say.

For what it's worth, I think all this is really good. As a consultant whose job it is to bring my clients into step with this microwave world, life's pretty good right about now, and at the risk of sounding immodest (not my intention) this recession has been good for my line of work. But the thing I'm really excited about is that the conmen and hucksters are going to find it harder to stick with the ways of old (many of them are already going belly up) and honesty and transparency will be rewarded.

For a change, these fevered egos, run amok, will get what's coming to them.  And good honest folk, empowered by this crazy technology, get more equity just for doing the right thing.  Now that's a breath of fresh air, don't you agree.

Read About Ray Seggern

To be honest, on first glance I hated best-seller The Four-Hour Workweek.  And by proxy, I hated its author, Tim Ferriss, and everything he seemingly stood for.  I was on deadline for my monthly column here at ASB when the book was starting to build a buzz.  So I grabbed a copy of the book, literally at the bookstore, scanning it quickly in an attempt to ferret out just enough of the key points to sound intelligent in reviewing it.  See, I didn't need to buy it or even go to the library, because I had already made up my mind that I hated it. 

With a skill-set I learned going all the way back to the Georgetown High School debate squad, I can quickly hop on either side of an argument and be on my way.  So standing in Borders that day, I wasn't seeking truth, only evidence.

With a few hastily scribbled notes, I then spent an hour at the laptop as I unloaded on the book and its author, spewing much venom and bile in the process, making it personal early and often.

Man I'm glad that I decided not to publish that book review.

Therein, I wrote the book off as facile and over-simple, and what's worse:  a symptom of every shortcut run amok is this microwave world of ours.  I'd never been a fan of outsourcing to begin with (as I understood it anyway:  those beliefs anchored in my stereotypes of foreign sweatshops and language barriers; those subsequent beliefs anchored in even deeper, even-more-wrong-headed stereotypes about nationalism and the economy; and those most guttural of beliefs rooted in the deepest of stereotypes that were instilled in me by my parents, which I've hopefully grown out of, and of which I am frankly embarrassed to even acknowledge here, even if I was not so forthright about all those underlying issues at the time).

But I didn't just pan the book.  Oh no no no no no. I went off on author Tim Ferriss as well, early and often.  I dismissed him as a charlatan and huckster.  A con man.  A hyper-connected harbinger of slack, perpetuating a get-rich-quick cult of personality. I knew 4HWW would be lapped up like pigs feeding at the trough and it was pissing me off more and more with each keystroke.  The fact that I hadn't read the book was incidental.  What was very real in the there-and-then was this oddly cathartic confluence of justification and rage percolating up out of me:  what felt like a Lincoln-Douglas-worthy rant about everything wrong in the world (Resolved: Tim Ferriss is part of the problem, not the solution) and hanging that albatross around his neck as though he were on the stand at Nuremberg.

Man I'm glad I decided not to publish that review here at ASB.

And how I came to such a reversal of opinion about Ferriss and 4HWW is an interesting exercise (pun intended) in accidental magic, an occurrence of what I have earlier described as scatterbrain synesthesia.

I have spent the better part of this year immersed in the process of retooling my mess of an online identity, a heretofore (still) sloppy juggling act that includes but is not limited to this platform (ASB), plus my core business site at www.onemanbranding.com (and how to interlink them with all my super-smart business partners in the Wizard of Ads group), plus the platforms for my radio show at www.krox.com and www.chillville.com, plus my adventures in filmmaking, and of course all the attendant  Facebook and MySpace pages, blogs, multiple twitter feeds, and the list goes on and on and on.

The longer I marinated on all this, the more I believed that at the core of an integrated solution would be my personal homepage at www.seggern.com, which could serve as a portal to the myriad rabbit-holes and side-roads in this massive interwoven online clusterphuck.

So I'm fishing for ideas of style and content, and therefore laundry listing some of my faves in the world of thought leadership.  I planned to spend the day just culling ideas for functionality from some of the great ones:  everyone from the Gladwells and Godins to some my Wizard of Ads partners.  And in this attention-deficit exercise of synesthetizing my likes and dislikes, I stumbled onto Ferriss' blog. 

And even though I did not publish that scathing review all those months ago, I had never given him a fair shake. All that time, instead of raging against the 4HWW machine publicly, I was vehemently ignoring it (but certainly aware of its continuing popularity).

And a crazy thing happened on the way reimagining my online presence(s) that day.  One of the categories on Ferriss' blog is the Four Hour Body. 

Unlocking the riddle of physical fitness--a plan that really works and resonates for/with me--has felt like a marathon with no finish line the last few years.  I'm pinballing from plan to plan, trainer to trainer, gym to gym.  And my results since recommitting to fitness (roughly 2005 to present) have crested and fallen between 200 pounds-plus on the high side, to my high school game weight of 169 pounds at my leanest (the game being interscholastic public speaking contests. 

Oddly enough, reading about Ferriss' takes on centering your plan around developing lower back strength in conjunction with a particular spin on a high-protein diet has become an instance of sympathetic vibration like I have rarely experienced, and certainly never when it comes to fitness.  I am getting results like gangbusters, like I have never enjoyed before.

Man I'm glad that I decided not to publish that review way back when.

And here is where it gets really interesting, pumping up the muscle (pun intended) of my theory of scatterbrain synesthesia.  Because Ferriss resonated so strongly with me on fitness, Dude is now Number One with a bullet on my list of big brains to follow (on Twitter and everywhere else).

I'm in the process of re-reading 4HWW (OK, actually, umm, reading it for the first time, page-by-page, like people do).  Never before has being so wrong felt so good.

It reinforces my belief, and stop me if you have heard this before:  I'm sure glad that I didn't step on my weenie and publish that panning of The Four Hour Workweek publicly.

And true to form, chasing the Tim Ferriss rabbit into the forest has yielded several more happy accidents.  The latest of which is a presentation at TED called "How To Feel LIke The Incredible Hulk."  Instead of betraying the secrets of what that 16-minute video holds, except to say that you should drop what you're doing and go watch it... now), I'll share with you the quote with which Tim ends the presentation, and I'll let you backtrack and discover what "that" means and put it into context as you see fit.:

"If any of you are interested in that," Ferriss offers, humbly and approachably, "I would love to speak with you.

"I know nothing.  I am a beginner. But I ask a lot of questions, and I would love your advice."

It reminds me of another unforgettable quote, this one from Austin Chronicle film critic Kimberley Jones when dissecting the undissectible Charlie Kaufmann opus "Synecdoche, New York."

"I don't know what it all means.  But I sure know what it means to me."


 

Read About Ray Seggern

Many of my long-time readers know that my roots in broadcasting run deep.  I started knocking around radio stations before I could vote or buy alcohol (legally anyway). And while I haven't done radio full-time since 2003, I continue to host a specialty music program called Chillville, which airs Sunday mornings on Austin's alternative rock station 101X.

Back in 2007, April Fool's Day fell on a Sunday, so my sidekick/producer Jason "Full Monty" Montemayor and I decided to play the a prank on our listeners.  In retrospect it was a horrible idea.  And when you understand why, you should be able to take away a couple of valuable lessons that will serve your marketing campaigns well (on April 1 and the rest of the year).

At the time, April 1, 2007, we had been doing the show for over a year, and we had cultivated a rabid following that manifested itself in calls and emails to the Program Director and General Manager.  It was unlike anything I've ever been associated with, and I started doing radio in 1986.  Chillville was a consistent top three Arbitron performer in our target demo (we've since strung together 7 straight ratings periods at #1 among 18-34 year old listeners).  Two weeks earlier, at Austin's annual South-By-Southwest music/film/interactive conference, we had placed second in the Austin Music Awards in the "Radio Music Program" category (which we won the following year).

I'm still not sure why I thought it would be a good idea to tell our listeners that the show was being cancelled.

But that is exactly what we did.  And within moments, the phone calls started flooding in, as I expected they would.  And we'd mess with the callers for a minute (not airing them live of course) before springing the gotcha.  Most people took it well.  A few took it poorly.  As the show progressed, we kept milking it on-air and the calls kept flooding in (though as people finally got their coffee in them, more of the calls skewed toward people who had already figured out we were pulling their leg).  And right before Noon, two-and-a-half hours into this long-form drama, we revealed the prestige.  And as we stuck a fork into that week's show, Monty and I high-fived each other and figured that the matter was done.

Tee-hee-hee.

In the days that would follow, we came to realize that the joke, quite literally, was on us.

For starters, there was the matter of the mass memo from our Operations Manager (101X is part of a six-station cluster in Austin) specifying that any April Fool's pranks needed to be cleared through the programming department.  And as the irate calls and emails continued to trickle in throughout the following week--to our boss (the Program Director), and his boss (the aforementioned OM), and everyone's boss (the GM)--it became very clear that we had not gotten the memo. Ouch!

One especially devoted listener told our GM that she was going to start calling the station's advertisers and organize a boycott if they cancelled Chillville.  Double Ouch!  And while you have to appreciate the level of enthusiasm and evangelism on behalf of a listener, these are clearly not the kinds of calls you want senior management getting on behalf of a poorly-conceived joke.

And there was no way to un-ring the bell.

See, as much as we strive for Time Spent Listening in radio--and as much as we'd like to think that people hang on our every word and song, and listen for the full three hours every week--the truth is that most people still listen to radio in their cars when they are trying to get from Point A to Point B.  The other undeniable truth is that most people are only half-listening in the first place, and that any message is really the result of what was heard, regardless of how the message was intended or delivered.

You should factor that into all your marketing conversations, and you'll be more successful in making sure that what you say and do is received and retrieved in the manner you intended.



 

Read About Ray Seggern

It's waaaaaay too early in the morning and I'm sweating up a frenzy on the stairstepper.  It's all about the oxygen and seratonin.  I've got a thing for it rightaboutnow.

Approaching sensory overload from the eight different plasma televisions in my field of vision here at Planet Fitness, I'm feeling a bit like Ozymandias.

Ozymandias, you say?  As in the character depicted in the 190 year-old poem of the same name from Percy Bysshe Shelley (he of "look upon my works, ye mighty, and despair")?

While that would be apt and applicable, I'm not in the mood to piss and moan about all that's wrong in the world. Not today anyway.  We'll get back to solving all the world's woes tomorrow.

The Ozymandias I'm tagging today is one of the superheroes from the Watchmen graphic novel (and imminent movie blockbuster), the brainiac who must retreat to his mission control-like lair stocked with a wall of TVs he uses to process the rhythm of the world intuitively in order to attempt to save it.

And it's not that I have a superhero complex (although I do, like a lot of people, have Watchmen on the brain).  And in re-reading the graphic novel this weekend (for the umpteenth time), I was struck by the powerful metaphor the character has to offer anyone in business, or the creative arts (or anyone looking for a neat parlor trick for that matter).

In Watchmen, the Ozymandias character feels the pulse of the universe and then lets intuition take over to parse out the answer to the day's most difficult problems.  It's a powerful technique that one can use to "riff" on difficult problems, and it may just make you better at "The Six Degrees Of Kevin Bacon."

See, if you want to get outside the box, really, the easiest way is to just relax and allow your right brain to tap into a well-spring of idea-flow.  Six televisions tuned to different channels will nurture this mindset. I'm a big fan of coupling this with a sustained heart rate of 150+ bpm.  Some people use drugs and alcohol for a similar effect (which may explain why so many writers are alcoholics).

The goal here is to abandon linear thought and just let your right brain take over.  If you resist the urge to regress to the logical left brain, to linear thought, your brain can achieve this zen-like stasis and at some point you'll have that aha moment...what some would call a moment of clarity...and it's all the result of righty's penchant for pattern recognition.  It's what Malcolm Gladwell wrote about in Blink.

And the really neat thing is that it will feel entirely accidental, but there's nothing accidental about this technique.  We have those lightbulb moments when we tap into the power of metaphor, what neuroscientists call symbolic thought, which is the most powerful type of thought.

What I call "scatterbrain synesthesia" is a powerful tool that anyone can use in the quest for creativity.  You're more likely to gravitate toward this technique if you prefer the intuitive spectrum of thinking. But even the more logical and methodical among us can get in the game.  In fact, I believe they are especially good candidates to grow through this technique, because they are less inclined to go there inside of their natural preferences.

Wikipedia defines synesthesia as a neurologically based phenomenon in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway.

The guardians of the world rarely engage in this style of "riffing."  But employing this strategy can yield powerful results in a myriad of ways.  In the world of entrepreneurship, it works very well if you are looking to forge an innovation model in your industry (what we call "business topology" in the Wizard Of Ads vernacular).

And speaking of Wizard Of Ads, this is exactly what my business partner Roy H. Williams uses for such dramatic effect in the rabbit hole of his weekly Monday Morning Memo.

Bouncing from one idea to the next like a renegade pinball...letting the right brain go on a fishing expedition...eventually you'll come to the intersection of the hoodoo and the mojo.  That's the plan anyway.

And sometimes it feels like a convoluted mess.  A fool's errand, seemingly.  Diarrhea of the mind.  Not unlike this blog-post, perhaps, which I am hopefully using to demonstrate the idea of which I speak.

And that's the whole point.  If you don't make and take the time to give your right brain a serious, sweaty workout, then you're really only using half of your brain.  Or more accurately, you're only using one of your two brains.

And if you'll recall, it was sweat that got me on this path in the first place, way too early this morning.  I'm going to see the Austin premiere of the Watchmen tomorrow night, which was another amino acid in this exercise in scatterbrain synesthesia...about scatterbrain synesthesia.

Read About Ray Seggern

Give me your tired, your poor, your huddled masses yearning to breathe new life into worn out old marketing strategies, and on a shoestring budget if possible.

Liberty Tax Service is known for trotting out costumed Statues of Liberty and Uncle Sams by the roadside, hopefully to (not so) gently remind passersby that it's tax time.  They generally engage in this street-level campaign right after the first of the year on up through April 15th.

And what may look like an unrefined, unsophisticated marketing tool is actually rather effective.  In addition to trotting out a reality hook with which we all can relate, these "outrageous marketing" techniques also ostensibly serve as a reticular activator in reinforcing that there is a Liberty location along one of the thoroughfares on which they drive.

Now if there is a downside to Liberty's strategy, it is that there is no real branding value conveyed here.  While it drives top of mind awareness through the roof, I'm not sure I really feel anything one way or the other about Liberty Tax.

And that may be enough.  As I see H&R Block and Jackson Hewitt dropping untold sums into high dollar media branding campaigns, I'm not sure I feel anything strongly about those companies either.

And surely Liberty's strategies appeals to potential franchisees (the entry level investment for a Liberty franchise is $34,000, compared with maybe 20 or 30 times that for a fast food establishment). 

I think that, regardless of company size, more and more business owners will be looking for these "shoestring" marketing techniques.  Some will strike interesting innovation models by using brainpower instead of just throwing money at their marketing problems.  No doubt, many will fail in spite of (because of?) their best efforts.

If you are looking to add this type of component to your advertising and marketing arsenal, let me suggest Joe Spoelstra's book Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts!

Read About Ray Seggern

The Wizard of Ads partner group is doing it again. And this time we're heading to the Rocky Mountains, specifically Denver's Qwest events Center, for the next installment of the Wizard of Ads roadshow.

This event, dubbed the Marketing Performance Seminar, again features a "Who's Who" of the Wizard of Ads partner group: Steve Rae, Michele Miller, Chris Maddock, Mike Drew, Dave Young, Jeff Sexton, Paul Boomer, Clay Campbell, Jane Fraser, Tom Wanek, Steve Sorenson, the list goes on and on and on.

What distinguishes this event from previous Wizard of Ads event offerings is a strict adherence to the marketing performance equation, which is a fundamental component of the way the Wizard of Ads group does business and gets such monumental results for its clients, according to event organizer David Young.

"By co-opting everyone's material to fit a particular plank in the marketing performance equation, we hope that this event will be useful and educational to Independent business owners," said Young.

Your humble narrator or is also one of the presenters.  I'll be performing, for the second time only, a module on marketing in times of recession, and how this affects the marketing performance equation.

Additionally, you can learn about triggering word of mouth buzz, successful advertising for small businesses, how to write powerful ads, the secrets of successful radio advertising, and how women purchase differently than men.

Registration information is available at the event website. Register today to confirm your comfy swivel chair for February 19 and 20th.

Read About Ray Seggern

While until recently most full-length features by name directors posted to YouTube haven't exactly been legit, this new section of the site is a sanctioned showcase dedicated to airing films by top indie filmmakers from around the globe. Many of the films have been shown at international film festivals, while others will be receiving their world debut. Every Friday, four new films are posted.

Current offerings include the Miranda July short Are You the Favorite Person of Anybody? and The Danish Poet, which won the 2007 Academy Award for Best Animated Short. Next time someone sends you a video of a dancing monkey/laughing baby, hit delete and watch one of these instead.

(from trendcentral)

Read About Ray Seggern

What's the biggest mistake businesses make in their advertising?
They don't live up to their promises. The customer comes in with expectations set by the ads, and leaves disappointed. Not only did the advertiser waste his money, he's actually damaged his image in the minds of people who are now much less likely to become customers.  No amount of advertising will overcome a bad customer experience.

What's the biggest contribution to bad customer experiences?
Bad customer service. The question most companies fail to address is, “How do you assure a consistent level of service?” So-called excellent customer service is dependent upon the mood and attitude of whoever is on the sales floor on a given day. The challenge is in replicating the highest level of service every day. How can you make that repeatable and teachable?
The sad part is that most companies believe they are doing the things they're promising. They really do believe that they have “the best service in town.” If they could only see through the customer's eyes, they’d realize it simply isn’t true.

What's the solution?
Manage the buying environment – the world inside your doors. Create an experience so compelling that the customer doesn't even notice the service. Start by creating distractions to keep the customer entertained and engaged. Most customers don’t mind waiting when they perceive the wait as part of the experience. Keep in mind that anyone below the age of thirty grew up in a multimedia world. Can you use flat screen monitors to display an entertainment loop? Do you have old photographs of the early days of your company or your community? Control the sensory conditions of your environment. What can you do to involve all of the customers' senses? Does your store smell fresh – or funny? What’s the sound of your business? Loud and chaotic, or tranquil and soothing. Either is okay, as long as it’s intended to fit the temperament of your customers. The right selection of music can set a particular mood. A random selection can set your customer’s teeth on edge.

Big companies have an advantage, don't they?
No. Most big companies are slow and unwieldy. It’s difficult for them to change quickly in response to sudden shifts in the business landscape. And when they do decide to make a change, typically all of the locations have to go along, for the sake of conformity. On a local level, this makes them vulnerable to a more nimble small business owner who can humanize and personalize the buying experience to suit the customers in the area.

How much of this is in your new book?
All of it and then some. But, I decided to do something new and different from my other books. Rather than putting together a bunch of essay type chapters, I wrote a business fable, similar to “The One Minute Manager” and “Fish!” It’s a story about a failing family-owned business struggling to survive in the shadow of a big-box retailer. By the end of the book, the reader has learned methods for managing the customer experience that are adaptable to any business.

What will people take away from How To Fight The Big Boys And Win?
Specifically, three things: First of all, they’ll gain a clear understanding of the “Personal Experience Factor” –the PEF - and how it applies in their businesses. Secondly, they’ll be shown three ways to trigger positive word-of-mouth. Third, I’ll share multiple low-cost examples of ways to improve the PEF that they can apply to their own businesses when they return home.
 

Read About Ray Seggern

You recently became a Wizard of Ads Partner after 6 years of performing around the world, how is it going?
Actually, Ray, I’m surprised at how easy the transition has been.  Working with clients to grow their businesses is a lot like the time I’ve spent on the road finding ways to connect with concert audiences and inspire kids in my writing workshops.  I try to find out what it is that business owners really care about and show them how to communicate that to their potential customers. 

That doesn’t sound like the answer of a wild and untamed performance poet…
Thanks, I think. I was an engineer at Motorola before I started touring and performing my writing for a living.  So it’s not like I don’t know how to be logical, organized and on topic.  You’d be surprised at the lessons you can learn from most successful performers, or at least, their managers.

So what kind of secrets are you going to share with people in Nashville?
That it’s foolhardy to instantly dismiss all of the crazy, little ideas that come into your head to pursue.  Companies have made and lost fortunes as a result of doing things outside the box.  I’m going to tell people how to access those ideas and when they shouldn’t pursue them.  It’s not like they’re all good.

And are you going to be throwing in any of your “Spoken Groove” as a performance?
I bet I can find a piece or two that fit and help spice things up.  Plus, I’m going to be introducing all the speakers, so I’ll have to find a way to make that interesting as well.

So you’re not going to be confined to just your speaking time?
Outside the box, baby, outside the box.  Did you think this was supposed to be a typical, boring seminar? 

Read About Ray Seggern