Wait - he's taking my money?

Not long ago, I had a very smart (PhD) C-level executive tell me, "One thing we don't need on our home page is a bookmark button. I think people already know how to bookmark something." 

He could only have thought this by disbelieving or ignoring the advantage of custom bookmarks/feeds to your reader and the widespread use of bookmarking icons across the footers of literally thousands of web sites.  He let the relative simplicity of the tool's sophistication obscure the fact that for most people it has a high level of everyday usefulness.

The truth is we're all myopic in some way or another. It's dangerous to insulate yourself with your success (or degree/or title). A political heiress may need someone to tell her she's not cut out for the job. A governor may need someone to tell him that an FBI wiretap is probably not capricious. A pastor may need someone to point out that the huge slide about "Calvanism" should actually be spelled "Calvinism" (at least by the time the third service rolls around). 

Faithful are the wounds of a friend - even if she might not invite you to her Martha's Vineyard bash this New Year's Eve.

A very happy and safe new year to all of you, and all the best in 2009.  If you're a praying person, say one for me - I'll return the favor.

Do you have a mystique?

Every business needs a defining quality, call it a mystique or whatever you like. It's not your purpose statement or your elevator pitch, although it's probably included in those. It's that attribute your competition just can't duplicate - the thing you go to the trouble to do better than anyone else.

I attended a briefing this week at the Ritz-Carlton in Chicago and was impressed with one of their employees in particular. He's the head parking valet and his name is Kofi Boasiako. Kofi did his job so well, I honestly don't think anyone else could replace him. He took his work seriously, put things on a personal level and went the extra mile when there was a complication. I'm not easily impressed and I'm more than glad to mention it when I am.

As it turns out, Kofi works at the Ritz-Carlton for a reason. He's part of the mystique. That same afternoon, someone asked me if I had seen this article (I had not mentioned anything about the R-C in the conversation). If you can imitate this kind of attitude, you will stand out from the competition.

Whether it's your business or your own personal brand, what will ensure your success in tough times? Mystique (and your commitment to it).