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Trial lawyers are storytellers as well!

I was having a great conversation with a friend and client the other day about storytelling; Andy Arnold of W. Andrew Arnold Law Firm. He was talking about his past and how he almost went to seminary, but ultimately chose to become a lawyer. The more we chatted the more he explained how trial lawyers are storytellers, guiding the jury through an “argument.” This argument is made up of layers of micro-stories, all connected with an overarching mission to prove a case.

We are all storytellers; so I thought I would share an impromptu interview with Andy Arnold who practices employment law and nursing home litigation. Take a few minutes to listen to our conversation wrapped around the idea that lawyers are telling stories, especially when trying a case in a court of law.

Check out Andy Arnold’s website: http://aalawfirm.com
Check out Andy Arnold’s blog called Blogger At Law: http://www.aalawfirm.com/bloggeratlaw/
Follow Andy on Twitter:  http://twitter.com/AndyArnold

Excited: The New BobbyRettew.com is Up and Rolling

I want to thank the peeps over at Pixelmeld, LLC (Dave Lee and Andy Macdonald) for making this happen! We spent lots of time working on the video player for the main website using HTML5 technology compressing multiple flavors of video so that the front page could play in many different browsers and the iPhone. Bottom-line, we want to avoid using Flash video.

The site was designed using ModX CMS along with a WordPress Blog. The blog was styled with a custom template to match the branding of the main site. The part that took the most time was trying to get the background of the video as close to a true white to match the website. The video on the homepage was shot in HD on a green screen using both Final Cut Pro to edit and Avid Media Composer’s key capabilities to match colors for the background.

I also want to thank George Law for his technical expertise and direction while making this happen. He is one hell of a Linux Administrator! I am just a video guy and I like to surround myself with smart people, like George, Dave, and Andy. WOOT!

Building a Tribe – Building a Digital Strategy

Here are some notes that I use when working with groups to create a new media strategy, most of the ideas come from Seth Godin‘s “Tribes.”
——————
“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.” ~ Seth Godin – “Tribes”

Creating a Micro-movement

  1. Publish a manifesto
  2. Make it easy for your followers to connect with you.
  3. Make it easy for your followers to connect with one another.
  4. Realize that money is not the point of a movement.
  5. Track your progress.

Identify the Brand (The Context)

  1. Audience
  2. Purpose
  3. Delivery

What is your Mission Statement?

What is your communication strategy?

Who are you trying to reach?

How to create reach? How to build the Tribe:
Build the Digital Media Presence:

  • Web has become more than one-direction
  • Create rich media for all audiences to engage
  • Create portals of conversations
  • User created content
  • Content Management System (CMS), Twitter, Facebook, Picasa, Flickr

Build the Events

  • Create events that engage students, industry, and academy in one conversation.
  • Create events for each group to engage internally & empower conversation.

Build a Community

  • Build the digital platform where students, faculty, staff, industry can engage, connect, and build relationships.
  • Use this digital community provide regular information about the community.
  • Use this digital community to create profiles for all to connect.
  • Build regular events around the intellectual engine.
  • Have thought leaders, entrepreneurs share innovation.
  • Provide a platform where students and industry can engage on common ground.

“A movement is thrilling. It’s the work of many people, all connected, all seeking something better. The new highly leveraged tools of the Net make it easier than ever to create a movement, to make things happen, to get things done. All that’s missing is leadership.” ~ Seth Godin – “Tribes”

There is something special about true customer service!

A few weeks ago, I was in Spartanburg, SC and decided to have lunch with a good friend! Jim O’Donnell (some people know him as @JimSharp because he is the scissor sharpening business) of Wolff Industries took me out to lunch, the original Fatz Cafe was our destination. If you have not gone to the Fatz Cafe in Spartanburg, SC, you are missing out on something special. They have the best fried chicken strips around.

As we walk into Fatz Cafe, it was noticeably busy but we were immediately seated in a special section. I do not mean special because of some big event going on, but it was because Jim is a regular at Fatz and has grown to know almost all of the staff.

As we sat and began chatting, he was telling me of this waitress that just retired and had worked at this particular Fatz for close to 23 years. Who works at a restaurant as a server for 23 years (I thought in my mind as we ordered two Dr. Peppers). I also learned that Jim loved Dr. Pepper as much as I did…good guy I tell ya! Back to the story; Jim continues to tell me how this one lady, this one server could work magic in this restaurant.  He explained one time he wanted a particular soft drink that Fatz did not serve. Instead of telling him that they did not serve this soft drink, she took his order and brought him what he requested. What he later found out is that as soon as she walked away with the drink order, she walked across the street to purchase the soft drink, put in on ice like any other drink, and serve it to him without he even knowing it was an issue. Now that is customer service.

This lady loved her job and she loved her customers. She loved the people that walk through the door, this was shown by  the way she made them feel special. After about five minutes into his explanation, I felt like I knew this lady and no longer viewed her as a “waitress.” She was the face of this establishment for close to 23 years.

As Jim and I sat and continued chatting about this lady, our waitress for that day told Jim that Shryl was here and Jim’s eyes lit up immediately. You see, Shryl Dover was that waitress of 23 years…the one that walked across the street to get that special soft drink. Our waitress walked back to find Shryl to send her our way. As she peered around the corner, it was like old friends picking up where they left off…Jim and Shryl just chatted without missing a beat.

jim-and-shrylYou see, it was that day the young owner of this Fatz Cafe had talked Shryl into coming back part time. That owner knew that Shryl had a tribe, a group of people that enjoyed seeing her smiling face….that special touch when it comes to true customer service. I made a new friend that day and I will never see Fatz Cafe as just the building that serves great fried chicken strips,  I will see it as the place where I can come talk to a friend and the fried chicken strips are the bonus.

Thanks Shryl Dover and thanks Jim O’Donnell for sharing this story! Everybody has a story to tell, even in a Fatz Cafe!

All it takes is a cup of coffee…

When you are walking to your office, or walking to grab lunch, through a crowd of people…do you realize that you are surrounded by some smart people? Everyday we probably come in close contact with more than 250-300 people, as we walk from one place to the next. If you live in New York City, Chicago, LA, or other large metropolitan areas…we probably walk pass thousands of people a day. Imagine if you took the time everyday to find one person, one that you have not met and introduced yourself..then bought them a cup of coffee?

Imagine being a student again on college campus, getting up every morning to go to class. It is 8:45am and you are on your way to you 9am class. If you attended a large university with over 15,000 students, you probably pass close to 1000 to 2000 students on your way everyday. Imagine if you left a bit early and picked one person a day and bought them a cup of coffee. You might start a conversation with the next President of the United States, the next GM of Ford Motor Corp, the next religious leader of our time, the next Defense Secretary, etc. What if that person turns out to be a business partner, your lawyer, your minister, your accountant, someone you might do business with one day. College campuses have the greatest potential for human capital and also the greatest potential for building long term relationships.

coffee-class1Now if you take that same principal and place it into your everyday work routine. Imagine taking just a few minutes everyday and meeting someone new. The cup of coffee is just a pathway to a conversation…it is a connection point. So is thaa game of golf or other relationship building tool…just a connection mechanism. But do we really foster those relationships?

Some people are coining this economic situation as one of the worst in decades. Many people are looking for work, struggling to find jobs, resorting to paying people to write resumes or lots of money on technologies like LinkedIn. But do we really get jobs or forge business deals solely on a piece of paper that holds our credentials? People that excel in tough economic times are those who have forged relationships and can pick up the phone to call for help or a favor. They have been building their human network for years and years. All it takes is a cup of coffee.

coffee-class2So each semester, I take one day and make my students follow me to the coffee shop on Clemson’s campus. Today was that day. It was a day to forget about proposals, projects, and grades…it was a day to talk about what it means to leverage those relationships and the greatest potential that walks by them each day during class change.

Are we building our tribe? Are we building our network? What are we passionate about? Everybody has a story to tell…even over a cup of coffee.

“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.”
~Seth Godin

Finding stories within an organization, peeling back layers.

It is all about connecting to your audiences…your constituency bases. Stories create identity between and organization and those who have the greatest potential to engage.

Stories are finite, clear, concise messages that uncover the layers of information that give the audience the true perspective of an organization. These stories are not one-dimensional, there are two streams of consciousness within one story: the facts (subject) and the supplementary position that brings color to the facts.

    It is easy to pick broad general ideas to write about; but the stories that people connect with are the ones that people will share (repeat). So how do organizations find and create stories that are repeatable? They must first understand their brand and the umbrella message. This is the rhetorical position that shapes the messages and how the layers of information are organized.

    So what are the stories within organizations where people will connect? Hmm…people. People connect with stories about people. People are the faces of an organization. Each person has specific stories how they help shape, support, and build the foundation of an organization. People tell their stories best. People have layers of stories, ones that are connected by the “red-string” that represents the brand of the organization.

    stuffed-artichokes2Use frequency when telling these stories. Find the people that have stories that change a view-point, raise someone’s’ awareness, or reveal a new idea…and tell those stories. Tell them on a regular basis. Identify the layers of the stories and use those layers as the frequency. Each time you tell a story, peel away one more layer…one more piece of the bigger story. As one more piece is revealed and each micro story is told…the audience gains a bigger insight into the “red-string”.

    Think of it this way…if you use Twitter or Facebook, you are making regular posts or status updates. Those are the micro-stories about you; and ‘your personality’ is the red-string.  The more you post, the more you connect, the more your audience gains insight to who you are and your personality. People begin to peel back the layers into you and your daily context. Use the same approach when telling and delivering stories. Give people little stories frequently, ones that peel back the layers and allow the audience to see the bigger idea. Do it frequently and efficiently.

    The more stories you tell, your more layers you reveal, the more the red-string is reveal…which is the heart (or the core) of the bigger story.

    Congressman Bob Inglis talks about “Why Social Media?”

    Congressman Bob Inglis spoke with me a few weeks ago after his January presentation to the Social Media Club in Greenville, SC. In his presentation, he admitted not engaging on a regular basis with his audiences using tools like Twitter and Facebook. He also admitted that it was not to long ago, he was learning to become more technologically savy.
    It is political representatives like Congressman Bob Inglis that are finding the value in using Social Media Technologies to engage with audiences, but he does not was to engage with those nay sayers. It is this issue that I think is starting to transcend many of the politicos because of a few different barriers: technological ignorance, time management, and not understanding the context of those who are trying to connect using Social Media Technologies.
    Social Media provides technologies to connect but does it really break down the walls of communication? We all know it is easier to connect and conversate when we are face-to-face, it provides the opportunity to understand tone, delivery, and read facial expressions. Politicos might have a hard time communicating with the nay sayers because it is hard to communicate through such a marginalized method. There are only words and information can be lost in translation. The nay sayers might be interpreted as having not so positive connotation, but in actuality they might be just trying to ask a question or have a concern; and they have a hard time translating that concern via Twitter or Facebook.

    Congressman Bob Inglis spoke with me a few weeks ago after his January presentation to the Social Media Club in Greenville, SC. In his presentation, he admitted not engaging on a regular basis with his audiences using tools like Twitter and Facebook. He also admitted that it was not to long ago, he was learning to become more technologically savy. This conversation was great and exploratory, where I gained knowledge of individuals like Congressman Bob Inglis…like many busy decision makers that have a hard enough time managing their day and now Social Media.

    It is political representatives like Congressman Bob Inglis that are finding the value in using Social Media Technologies to engage with audiences, but admits does not want to engage with those “nay sayers”. It is this issue that I think is starting to transcend many of the politicos because of a few different barriers: technological ignorance, time management, and not understanding the context of those who are trying to connect using Social Media Technologies.

    Social Media provides technologies to connect but does it really break down the walls of communication? We all know it is easier to connect and conversate when we are face-to-face, because it provides the opportunity to understand tone, delivery, and read facial expressions. Politicos might have a hard time communicating with the nay sayers because it is hard to communicate through such a marginalized method. There are words and information that can be lost in translation. The “nay sayers” might be interpreted as having a “not so positive” connotation, but in actuality they might be just trying to ask a question or have a concern; and they have a hard time translating that concern via Twitter or Facebook.

    Click Here to follow Congressman Bob Inglis on Twitter!

    Creating a path for those to find your story

    I have been thinking lately about how we get our stories to people…distribution points. The one thing that I consistently preach to my students and my clients:

    1. Audience – Who are the audience(s) you are trying to reach..list them ALL!
    2. Purpose – What is the sole reason you have something to say or tell.
    3. Delivery – What are you going to use to get that message to those audience(s).

    These points create context…context for the message. As you notice…they are intertwined. Well, you may have a great story, but if you do not know how the audience can access the message…then you might be creating the best Super Bowl message for an audience who does not have a television. You might be creating the most unbelievable email marketing campaign, and your target audience does not open emails.

    We have to think about distribution…yes, it comes down to delivering the message. Here is a list of distribution methods:

    1. Web
    2. Blogs
    3. Television
    4. Home Phone
    5. Mobile Phones
    6. PDA’s
    7. Text Messaging
    8. Twitter
    9. Facebook
    10. Fax
    11. Mail
    12. Brochures
    13. Business Cards
    14. White Papers
    15. Annual Reports
    16. Online Video
    17. Mobile Video
    18. Newspaper
    19. Radio
    20. Satellite Radio

    Now let’s look at major “Anchor” tools where stories can be told, the beginning of the food chain:

    1. Web
    2. Blogs
    3. Newspapers
    4. Brochures
    5. White Papers
    6. Annual Reports
    7. Television
    8. Radio
    9. Satellite Radio

    These places are where the stories are produced and created for audiences to eventually find themselves enjoying content. But, we have different distribution points to bring these audience back to the original source…teasing them with a hint of what’s to come:

    1. Twitter
    2. Facebook
    3. Mail
    4. Fax
    5. Business Cards
    6. Radio
    7. Text Messaging
    8. Mobile Video
    9. Home Phones
    10. Mobile Phones

    The point here is when we create stories, we can use these “Anchor” tools to place our stories and use the distribution points to bring audiences back to this place…to learn more, read more, or hear more. The new face of our organizations is our “Web Property”… our main website.
    the-story-process
    Organizations are learning that they must invest just as much time, effort, energy, resources, and money into shaping their main web property as the major distribution point of information. The organization internally must support this new media and begin using the distribution tools necessary to funnel audiences back to this portal.

    Organizations are also learning to re-shape marketing budgets, pr budgets, and IT budgets to allow resources necessary to create, provide, and drive traffic to a web portal and IT providers are learning to build robust systems to support this audience base.

    Organizations are also starting to learn that Social Media Technologies are just as efficient as other distribution tools to gain audiences attention with “Teasers” of content, finding new ways to tell stories in a distributive method. This distributive method is now the online community building technologies. Providing portals of conversation where people can engage and connect…and allowing the “Tribe” mentality to shape the community which becomes the online cheerleading section.

    So now that ealier way to analyze context of a story is starting to take new shape:

    1. Audience(s) – Name all the audiences
    2. Purposes(s) – What is the purpose of the over-arching message and for each distribution points
    3. Delivery – What is the main point of delivery and what are the sub-distribution points that will tease audiences back to the mother ship.

    To me…this is a game. How do we tell one story with multiple layers. Allow the audience to follow the “red-string” along the many paths of distribution points to ultimately get to the main story. What is your story, how are you telling that story, how are you reaching your audience(s), well…I am listening!

    What did you gain…really?

    1) Explain the experience of taking a test together, what did you gain by using this method.
    2) If you chose not to use the answers that the group suggested, why…what was your reasoning?
    3) Do you feel that your academic integrity was compromised?
    4) Do you think that someone was capitalizing on your academic knowledge…maybe the student that did not study.
    5) What is a situation that using a collaborative method of communication (taking a test) would not be beneficial.
    6) What made you naturally choose to work in a group when I just laid down the tests and said good luck.
    7) Were their any rules, or did the classroom create the rules?

    1) Explain the experience of taking a test together, what did you gain by using this method?

    2) If you chose not to use the answers that the group suggested, why…what was your reasoning?

    3) Do you feel that your academic integrity was compromised?

    4) Do you think that someone was capitalizing on your academic knowledge…maybe the student that did not study?

    5) What is a situation that using a collaborative method of communication (taking a test) would not be beneficial?

    6) What made you naturally choose to work in a group when I just laid down the tests and said good luck?

    7) Were there any rules, or did the classroom create the rules?

    ENGL 304 – Test One Study Guide

    Chapter One
    1) According to the National Commission on Writing, employees “almost always” use which of the following forms of writing?
    2) The Dartnell Institute of Business Research found that the cost of producing and mailing one letter averages almost:
    3) Select the false statement about writing:
    Good writing tells your audience that you can think logically and communicate your thoughts clearly.
    Poor writing reveals that you can neither think clearly nor communicate your thoughts effectively.
    Writing is an extension of your interpersonal communication skills at work.
    Your writing ability will never affect your job performance.
    4) Whether you are looking for a job or are already employed, how will you need to communicate to diverse audiences?
    5) What are the three basic communication styles?
    6) What are the characteristics of an aggressive communication style?
    7) According to the 2006 survey by the National Association of Colleges and Employers, what are the skills employers identify as part of their top ten employee qualities?
    Chapter Three
    1) How do you achieve higher audience involvement with your writing?
    2) Identify the following audiences and their characteristics:
    Specialist audience
    Semi-specialist audience
    Lay audience
    Multiple audience
    Multicultural audience
    3) Identify & define stereotyping.
    4) How do you avoide sexist language?
    5) Identify workplace documents and appropriate communication for workplace documents.
    Chapter Six
    1) Identify what will help you become a clearer writer.
    2) Define and identify “passive voice”.
    3) Describe the Gunning Fog index.
    4) Define multisyllabic.
    5) What will lower the fog index for a document?
    6) Why should you not rely solely on computer spell checks to catch spelling mistakes?
    Chapter Nine
    1) Identify how Blogs are a unique type of communication channel.
    2) Identify the characteristics of Online readers.
    3) Understand and identify the characteristics of  e-mail.
    4)  Identify the characteristics of E-mail messages written in the workplace.
    5) Identify the benefits & characteristics of instant messaging.
    6) Identify the forms of Blogging.
    Chapter Ten
    1) Why is the audience for memos usually specialist or semi-specialist?
    2) Identify effective subject lines.
    3) What should you do in the memo’s introduction?
    4) Why is a clear conclusion important in a memo?
    5) What is the best solution to make sure that every reader will understand the acronyms you use in your memo?
    6) What are the BEST example of an informal, friendly tone appropriate for memos?
    7) When is chronological organization appropriate in a memo?
    8) Why is clustering a useful planning activity for writing memos?
    9) Which question should you consider when clarifying your audience for memos,
    10)  What are the dangers of writing sloppy or negative letters?
    11) What information belongs in the writer’s address section of a letter?
    12) Where is the proper location for the date of the letter?
    13) What is the BEST option in a letter if you do not know the receiver’s name?
    14) What is the most important information to include in the conclusion of your letter of inquiry?
    15) What are the goals of a cover letter?
    16) When rewriting any letter, what ways do you make sure that you have made it reader-friendly?

    Chapter One

    1) According to the National Commission on Writing, employees “almost always” use which of the following forms of writing?

    2) The Dartnell Institute of Business Research found that the cost of producing and mailing one letter averages almost:

    3) Select the false statement about writing:

    • Good writing tells your audience that you can think logically and communicate your thoughts clearly.
    • Poor writing reveals that you can neither think clearly nor communicate your thoughts effectively.
    • Writing is an extension of your interpersonal communication skills at work.
    • Your writing ability will never affect your job performance.

    4) Whether you are looking for a job or are already employed, how will you need to communicate to diverse audiences?

    5) What are the three basic communication styles?

    6) What are the characteristics of an aggressive communication style?

    7) According to the 2006 survey by the National Association of Colleges and Employers, what are the skills employers identify as part of their top ten employee qualities?

    Chapter Three

    1) How do you achieve higher audience involvement with your writing?

    2) Identify the following audiences and their characteristics:

    • Specialist audience
    • Semi-specialist audience
    • Lay audience
    • Multiple audience
    • Multicultural audience

    3) Identify & define stereotyping.

    4) How do you avoide sexist language?

    5) Identify workplace documents and appropriate communication for workplace documents.

    Chapter Six

    1) Identify what will help you become a clearer writer.

    2) Define and identify “passive voice”.

    3) Describe the Gunning Fog index.

    4) Define multisyllabic.

    5) What will lower the fog index for a document?

    6) Why should you not rely solely on computer spell checks to catch spelling mistakes?

    Chapter Nine

    1) Identify how Blogs are a unique type of communication channel.

    2) Identify the characteristics of Online readers.

    3) Understand and identify the characteristics of  e-mail.

    4)  Identify the characteristics of E-mail messages written in the workplace.

    5) Identify the benefits & characteristics of instant messaging.

    6) Identify the forms of Blogging.

    Chapter Ten

    1) Why is the audience for memos usually specialist or semi-specialist?

    2) Identify effective subject lines.

    3) What should you do in the memo’s introduction?

    4) Why is a clear conclusion important in a memo?

    5) What is the best solution to make sure that every reader will understand the acronyms you use in your memo?

    6) What are the BEST example of an informal, friendly tone appropriate for memos?

    7) When is chronological organization appropriate in a memo?

    8) Why is clustering a useful planning activity for writing memos?

    9) Which question should you consider when clarifying your audience for memos,

    10)  What are the dangers of writing sloppy or negative letters?

    11) What information belongs in the writer’s address section of a letter?

    12) Where is the proper location for the date of the letter?

    13) What is the BEST option in a letter if you do not know the receiver’s name?

    14) What is the most important information to include in the conclusion of your letter of inquiry?

    15) What are the goals of a cover letter?

    16) When rewriting any letter, what ways do you make sure that you have made it reader-friendly?

    Blog’s With Answers
    http://briannaeason.wordpress.com – Chapter One
    http://carolinespears.wordpress.com – Chapter Three
    http://joshlopes.wordpress.com – Chapter Six
    http://kellymoses.wordpress.com – Chapter Nine
    http://jonisoto.wordpress.com – Chapter Ten (ques 1-8)
    http://darrinsorenson.wordpress.com – Chapter Ten (ques 9-16)