The 8020Info Water Cooler

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The 8020Info Water Cooler
Issue #86 - Vol. 6 No. 6
24 April, 2006

1. How To Renegotiate An Existing Agreement

Sometimes a deal you carefully negotiated falls apart because the contract was imperfect or circumstances have changed. In Negotiation magazine, law professor Jeswald Salacuse says when a deal breaks down:

Avoid hostility: It's tempting to respond to a demand for renegotiation with hostile, belligerent or moralistic objections but those are rarely effective as the other side has decided vital interests are at stake. Only by dealing with those interests can the conflict be resolved.
Weigh your claim against the value of the relationship: If the relationship is worth more than any claim you might have for breach of contract, you should renegotiate. Even if it isn't, remember that lawsuits can be lengthy and expensive.
Create value in the renegotiation: Build an atmosphere in which problem solving can take place. Even if you feel forced into a corner, approach renegotiation as an occasion to raise new issues that will benefit both sides.
Fully evaluate the costs of failure: In many cases, the alternative to a successful renegotiation is litigation. But the side demanding renegotiation is likely to undervalue the risks and costs of litigation while the party facing the demand will probably overvalue the benefits that can be gained by resorting to a lawsuit. It's important that each side ensures the other has a realistic evaluation of the alternatives to a successful renegotiation.

2. The 8 P's of Social Marketing For Non-Profits Top

Along with positioning, marketing focuses on 4 P's for a business: Product, promotion, price, and place. But consultant Nedra Kline Weinreich says on MarketingProfs.com that, for non-profits, you need to focus on 8 P's:

Product: The social marketing product is not usually a tangible item but instead a particular behaviour that people may not even want to do, such as eating more fibre or conserving energy. Promote the product's benefits based on the audience's core values to show how the product will help them.
Price: Figure out how to reduce the cost of adopting the new behaviour so it's as easy and stress-free as possible.
Place: You will generally need to go to where people are to give them the chance to easily learn about the product and perform the behaviour.
Promotion: Since social marketing often targets hard-to-reach populations -- such as the homeless or illegal immigrants -- considerable thought is required on how to promote the idea to them.
Publics: Work with all the people who can affect the success of the program, from policymakers and the media to board members and your receptionist.
Partnership: Most social issues are too big for one agency and you must figure out who else to work with.
Policy: Try to push for changes in government policy or policies of important organizations that can help achieve your goal.
Purse strings: Social marketers must be creative and proactive in seeking funds for their campaigns.

3. Finding Your Voice    Top

Very few companies have a powerful, authentic voice -- or even think of the need to have one. But Inc. columnist Adam Hanft says consumers make their decisions based on the way a company addresses them, so it's important to find your voice and use it in all your communications.

Start by writing your company's story, telling what makes your business special and inspired you to start it. "Keep it loose, conversational, as funny or dramatic as you want. Make sure it comes from the heart and from your experience; don't channel business school language or business-plan platitudes," he says.

Review it to see if you have told it in a way that somebody else would want to read -- and believe in! If it sounds like somebody else, not you, start again. Keep rewriting until you have found a way to describe your company that reflects you -- and your voice. "A voice speaks louder than words," he advises.

4. Clarifying Your Advisory Board's Role    Top

In these days of concern about director liability, U.S. lawyer Anthony Cerminaro says that if you have an advisory board, it's vital to clarify its status. Such groups are purely advisory, without the decision-making capacity of executives or a normal board of directors, but most companies fail to state that clearly.

In the Bizzbangbuzz blog, he suggests minimizing liability by preparing a written description of the role and responsibilities of advisory board members, underlining that they have no policy-making power. Keep written records of advisory board meetings, which should show that members were acting consistent with the written description. Also, review your insurance policy to make certain they are adequately protected from lawsuits.

5. Zingers    Top

On a 3 by 5 card write: " All people are different, and that is a strength, not a weakness. I appreciate that." Keep that card handy to remind you about the importance of honouring differences.
(Source: 151 Quick Ideas To Inspire Your Staff by Jerry Wilson)

When ING Direct Bank came to Canada, it ran commercials noting that the cheaper mortgages they were offering -- only one-quarter of a percentage point cheaper -- meant you would own your home 15 years sooner and pay $45,000 less interest. The lesson is to do the math for your clients, showing the financial advantages of conducting business with you.
(Source: The Donald Cooper Corporation Newsletter)

When undertaking an undesirable or boring task, sprinkle in some short breaks during which you attack even less appealing work, from cleaning out your files to making cold calls, so you'll appreciate returning to the task.
(Source: Achieve-IT! blog)

Eye-tracking studies show people read Web pages in an F-shaped pattern -- a horizontal movement across the upper part of the content area, a second horizontal movement a bit lower on the page, and a vertical movement down the left hand side of the page which forms the F's stem. It's a reminder that users won't read your text thoroughly; the first two paragraphs must state the most important information; and subheads, paragraphs and bullet-points must start with information-carrying words to be noticed in scanning.
(Source: Jakob Nielsen's Alertbox)

Break up your meeting routine, consultant Thomas Leonard suggests, by scheduling some sessions without any formalized agenda and holding some of your regular staff meetings at a different time.
(Source: Coachville.com)

6. Q & A with 8020Info    Top

Question: How can a social agency spice up its annual meeting?

8020Info Consultant Harvey Schachter responds:

It takes honesty and realism -- and a willingness to break from what can be a dreary routine. Some groups try to weave their annual meeting into a pleasurable activity, which is fine as long as sufficient people want to share in that activity too, be it having a potluck or taking a cruise. But remember that some people prefer a cut-and-dried affair, so make sure you adapt to their needs as well, advising the exact time for the meeting and not treating those who stay only for the meeting as being less worthy.

Next, look at your canned presentations reviewing the year. How can you make them more candid and interesting? Try, for example, borrowing from the currently fashionable magazine trick of asking yourself a few provocative queries to answer in your president's report. Possibilities include: What were the year's three biggest highlights? What were the two biggest wins? What were the two biggest problems? What was the one thing we wish we could take back? Who are five people we should honour today? Keep it brief, informal, and honest -- in particular, acknowledging difficulties and successes, since everybody knows you had both.

Consider a membership discussion, in which you throw out a question for your members to advise the board and staff on, which changes the routine of the audience coming solely to listen (or doze). Make the topic stimulating or provocative, inviting rather than discouraging frank discussion.

As for a guest speaker, apply a strict test. Can you lure somebody who will truly excite your audience, and give them a pleasurable experience? Or will it be a yawn? Pass on the yawn, except possibly if it's somebody important, such as a cabinet minister, whose speech you are willing to suffer through for the chance to network with him or her.

That approach should help stimulate your meetings, by injecting candour, two-way feedback, and pleasurable moments.

7. News From Our Water Cooler: Communications    Top

Effective communications planning almost always involves a dozen steps, which start with identifying your priority audiences; ranking them in importance against your goals; analyzing their needs, wants, attitudes and communications preferences; and understanding your current reputation. Sometimes it's necessary to carry out formal or informal research.

Then you need to map out your current communications system (noting gaps, duplication and inefficiencies), set communications objectives, develop strategies, finetune your messages, select the best channels of communication and make tactical action plans to get the job done.

The team at 8020Info has considerable experience in all these areas, from research to communications strategy, and we would be glad to help. Just give us a call (613) 542-8020 or email us at contactus@8020info.com to discuss how a smart communications plan can move your team forward.

8. Closing Thought    Top

"Remember, boundaries should tell people what they can do, not what they cannot do."
-- William J. Graham