Once upon a time, there was a small business owner who thought magic would grow her business. Someone she trusted told him that he needed a unicorn, and all the pieces she needed would fall into place.

What is a unicorn?
I define it as a mythical, magical creature, attributed with magical powers. There may be some historical reference based on someone’s interpretation of something they couldn’t explain. When the interpretation fills, a story emerges. The details provide a context for a story that makes sense of what someone saw or perceived. For example, recently (February 2016) a new species of rhinoceros was discovered and called a unicorn. Most folks when asked think of a white Pegasus-like creature with a spiral horn on the forehead. Our image is a twist on the theme!

So, what’s the point?
Small business owners often chase unicorns in their businesses. They have heard about the features and wish they had one without really understanding their vision, what they will do with it, and the value of having it in their business.

Questions must be asked:
   •   Why is this important to me?
   •   What impact will capturing a unicorn have on my business?
   •   What is necessary to keep it happy and useful? (updates, resources)

For example, we can substitute the words technology or personnel for unicorn, yet the same questions must be asked to determine the value the “unicorn” adds to the business.

As a coach, I observe too many small business focused on things rather than advancing their leadership skills and developing their team members. They hear about something new and run out to buy it without asking the above questions.

Now, I advocate reasonable fantasy, which expounds on your vision, but chasing rainbows is a serious waste of resources (time, money, and quality standards).

There is only one antidote when bitten by a unicorn!
The only antidote for being “bitten by a unicorn” is a solid, detailed plan. Typically, called a business plan, writing out the key elements, that people need to know about your services or products, is a strong start—the purpose of the business (why you are in business), what is your promise, why you’re the one to deliver on it, and who else is already doing it, and what will be different about you doing it.

Embed continuous improvement as a value into all aspects of the business. Include the 3-Phase Loop—implement, monitor, and adjust within a set time frame.

When you answer these high-line ideas, add at least three detailed bullet points beneath each one.

Recognize that the marketing plan, 70% of a full business plan, drives the business. Too many people have ignored this truth and attempt to run a business without a solid marketing plan. All “moving parts” must be in place before opening the doors.

A Written Marketing Plan Will Reduce Anxiety

The essential step is to begin. Details and ideas will follow. Think big and in technicolor and the rest will follow. Capture it all, then prioritize what will provide the biggest revenue. Now, we have to reality test the idea. Pass out samples, ask what people like, what attracts their attention? Make any adjustments for improvement (these can be part of a Phase 2 launch of new products or services)

Log Unicorn Sightings!
Get a shoe box and every time you “see” a unicorn, put the idea on a sticky note and put it in the box. That way it will not be forgotten and you can review the contents quarterly to check if it is good timing
for it.

Useful Unicorn Tips:
I use Evernote (when you enter your email, Evernote links us a gives us both free services!) for this exercise. This is how I capture articles and pertinent research for my clients’ projects. Organizing data is easy and keeps everything in one place.

The voice memo app on my phone is useful. To add functionality, Dragon Dictate (free download in app store) transforms voice messages into editable text. What a time saver not having to transpose notes.

The unicorn image is also a way to remember to have fun and use your imagination to keep ideas flowing and us engaged in our work. Happy sitings! —MC

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by Coachcubas

Action plan, Decision making, fulfillment, Leadership Insights, Risk, Wisdom

Leadership Lessons from the Star Wars Revival

December 9, 2015

Leadership is not one thing. It is a composite of experience, instinct, influence and circumstances. One could say it is a composite of nature and nurture. It is much like archetypes and powerful themes we explore like the Star Wars saga. We can evolve as leaders like our favorite story characters.

Consider the timeless tales, many of which Disney Studios have enlivened, like The Little Mermaid, Frozen, Sleeping Beauty, Snow White, and the Sorcerer’s Apprentice (Fantasia). Taken from the oral, around the fire tradition, stories are ways people teach and learn. Stories are colorfully pictorial, so they have a lasting impact. Likely, this visual effect stems from human infancy when we do not have language to express ourselves, but we do have mental pictures.

The fascination with super heroes like Superman and the Marvel characters feeds our need to feel protected by such archetypes. Humanly, we look outside of ourselves for that because there is an innate sense of vulnerability and awareness of our own death. The archetypes are universal and present in every culture. In fact, research shows the Cinderella story is likely an old East Indian tale that was adapted into Western culture. Study of Carl Jung and Joseph Campbell provide the intricacies of the power of these symbols.

Star Wars continues this heroic, bigger than life, saga of finding “guardians” as leaders, to feel more secure, and follow our invisible quests. It is part of the American culture across multiple generations. The new characters will make their own place in the story for the newest generation.

So, what are the lessons offered in these stories?

The Force is invisible and has to be felt internally to be effective. Like a leader, one has to rely on our inner guidance and intuition. How is that different than courage or confidence?

Photo: Amazon.com

Remember, the Wizard of Oz, (recently brought up to date with The Wiz on television)? The characters sought traits and conditions outside of themselves. They did not look internally, and ultimately realize they possessed all along what they wanted. Dorothy had the ability to click her heels the entire time, but she did not know how to use them. This archetype is alive and well today. The shoes could be technology or information, but success is in how we apply it.

In the original story, Luke Skywalker has to embark on the hero’s journey(Joseph Campbell’s idea) to develop into a mature young man. He meets his characters, villains and heroes, along the way to temper his strengths and reveal “truths.” His purpose is to develop mastery of the Force and resonate to the internal power. Yoda, the lovable guru mentor, presents the riddles of life, much like the oracles in our ancient world. Religion evolves to offer a structure as we tread our own paths.

Another Star Wars theme is the duality of man’s nature, like Dr. Jekyll and Mr. Hyde’s personas. Aniken, better known as Darth Vader, represents this theme. The fact that Vader reveals to Luke that he is his father presents a dilemma for Luke. The revelation shows how Luke can make choices and is not condemned to repeat his father’s mistakes. He matures and becomes his own person.

Princess Leah is another duality influence, and brings the feminine energy to the story, the yin and yang balance. She and Luke have a mystical pull toward each other; at first viewed as romantic, only to discover their sibling relationship, a tie that binds. Leah picks Hans Solo as her love interest. Her journey from privileged royalty, to slavery, and then freedom, is her personal journey as well.

The robots exhibit very human characteristics; C3PO and R2D2 are anthropomorphized. They communicate and overtly care about their human connections. They willingly put themselves in harm’s way, like our pets can do, to be part of the family and have a sense of belonging.

The new Star Wars generation has more diversity and reflects changes in our society. This may be a teaching tool for our times with all the chaos surrounding us. I am eager to see the new story and listen to the rousing John Williams’ theme!

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by Coachcubas

Action plan, Behavior, Business Insights, Creative, Marketing, Workplace

And to all a good night . . . and something to think about

December 8, 2015

Recently, I traveled to Chicago for a family event—fun, reunion, and sharing galore! I took my first Uber rides and am enamored of the system Uber has created.

The front end of the trip went smooth as silk. Then it was time for me to leave, and the stars were misaligned to test my mettle.

Besides the constant, pounding rain, my son and I got a lazy start to the airport more than an hour away. After walking his new puppy before we left, he realized he had locked his car and house keys inside. There went gasket one! He kindly called an Uber car and the adventure began.

Within minutes the car arrived, and we raced against the clock as the pounding rain pelted the vehicle like nails being dropped from six floors up. Wow—it was a Noah’s Ark moment. Combine that with the crippling traffic, and I was destined to miss my flight. Usually not a big deal, but I have a disabled husband awaiting my timely arrival at my destination.

After slugging through the squall, the driver dropped me at the curb. The two curbside people were like a comedy routine. I had 15 minutes to arrive at the gate before my seat was relinquished. “Naw, don’t even try to get there. You still have to go through security and you want a wheelchair?” “Ah, ah, lady. You’ll never make it.” So, now I was diverted to a different flight as a standby behind four others—not good odds, especially with the weather issues. I asked the agent to put my bags on my original flight so it would arrive before me on a later flight. “Sure, no problem.”

I creep into the terminal looking for the wheelchair section. Another 15 minutes click by. But, I got lucky. An attentive young women, Salma, was my engine. I told her my dilemma and she was an optimist. She had the gate of newly assigned flight and we clipped along as she asked if I needed the restroom or something to eat; she would stay with me and assist. What a delight juxtaposed to the two buffoons that took my bag, which, by the way, put my bag on the later flight! True, I should’ve checked the ticket at the counter, but I was frazzled and relied on them doing their jobs; big mistake.

Anyway, Salma was my good luck charm. As we whirled through security, she found the gate for me.
Next to it was the original flight I thought I had missed, but it was delayed due to the torrential rain! Now, I have to negotiate a line of people for the later flight and begged my way to the front of the line. The reservation agent said go to the boarding area (I had the boarding pass in my phone!) as the boarding was almost done. Got through that line and the agent there said I hadn’t checked in, even though I have the boarding pass on my phone! Back to original line with poor Salma not knowing how to help me. I gave her a tip and proceeded to interrupt again because I needed a printed boarding pass she previously did not give to me! Catching my breath, I trotted up to the line and presented my newly printed pass—I didn’t pass GO or collect $200!

Finally, I siddled down the jetway and toward the rear of the plane eyeing an aisle seat. Got it! Happy to land in the seat. I was going to make it after all the commotion. Consider the assigned shuttle at the destination end that would’ve been missed with service only to 10 p.m., no car, no one to pick me up. Engines roar and the captain apologetically said there is a short delay—an hour and a half latter, we were cleared for departure! Finally, I was going home.

The flight was pleasant and happily, we landed safely. Off to baggage claim . . . to find my bag didn’t make the flight! No where to be seen. I called my shuttle guy and he was waiting for me and off I went with only my purse and a gift bag in hand.

So what is the point of this fairy tale?

The behavior of the players made a difference in my experience. Heckel and Jeckel at the curbside were defeatists and never offered to check conditions at security or if my original flight was delayed. They put my bag on the wrong plane and were very unfriendly.
Salma made up for it. She was pleasant and optimistic that we needed to check out the first flight because flights were delayed.
The gate agent was obnoxious and didn’t help anything because she didn’t ask the right questions (she wasn’t even curious or caring) to resolve the issue about my boarding pass—instead she pushed me away to wait in another line to ultimately be sent back to her!
The shuttle driver went the extra mile and continuously checked the flight status and waited for me. We had a chatty, pleasant 40 minute ride to the lot to pick up my car.

So, what is your customer-centric strategy, to serve as your best self, and how have your prepped your team to do the same? Send in your ideas here, or leave a comment. With your permission, I can publish them here. -MC

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by Coachcubas

What Is the Unicorn in your Business?

Leadership Lessons from the Star Wars Revival

And to all a good night . . . and something to think about

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