Why September 6th is the most important day of the year.

Happy New Year! That’s right, Tuesday September 6th is the real New Year’s Day. I know you’re probably wondering what the Dick Clark I’m talking about. Allow me to explain.

Americans traditionally celebrate the new year at the worst possible time. In January you are stumbling out of the most hectic and stressful time of the year. Which makes it a poor time to set new goals, quit bad habits and reinvent yourself.

The simple fact is that the fall, not spring, and certainly not January 1st is the best time for new beginnings.

If you were a tree, today is when your next ring would start to grow. Preschool starts in the fall. And so does Kindergarten, middle school, high school and college. Which means fall is the start of the next chapter for kids, parents and teachers alike. The day after Labor Day is the first day schools everywhere are back in session and fully engaged.

When summer break is over for kids summer vacations are over for adults. Which means that starting today we are all back to work. Our businesses are operating at full strength for the first time in 3 months. Factories are humming. Offices are buzzing. And farms are really farmy.

Churches now begin their regularly scheduled programs. So if you see a church, and see a steeple, open it up and you might see all the people.

The new television season starts now.  Both NCAA and NFL football kickoff now too.

This is a great time of year.

For those of you who used your summer vacation days well, you are hitting September 6th fully recharged. Not only did you take the last three months to fill up on Vitamin D, travel, relaxation and inspiration, you got a three-day weekend to top it all off.

Now that your tanks are full and you are refocused it is time to treat this like the new beginning you almost missed. Set new goals. Drop a bad habit. Pick a new challenge. Plan your next chapter. Grab that next rung. Or build your own ladder.

At The Perfect Agency Project we are fully engaged. Your team should be too. We’re all primed, rested and ready.  Let’s push hard. Have fun. And make this the best year ever. And here you thought today was just another Tuesday.

 

 

 

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The most common phrase you should never say.

At the Perfect Agency Project we have a fairly obvious goal. In case you’re not great at reading comprehension, the goal is to create the perfect agency. And at the perfect agency people collaborate and are nice to each other.  Which means they don’t do or say jerkilicious things.

That’s why we are banning a very common phrase you probably hear or say all the time. Ready for it? Still ready?  Further ado. Even further ado  Okay, here it is:

I don’t disagree.

Please stop saying this.  This is one of the jerkiest statements we can make to each other.  It paints your reaction in a negative light. Both don’t and disagree are negative words.  Which makes it a double negative.

As most of you don’t not know, the double negative actually makes a positive. So this statement actually says, I agree.  But it states it in the most negative, reluctant, non-affirming way possible.

Instead let us say things like I agree. Or You’re right.  Let us support each other. Let us acknowledge our alignments positively. And most importantly, let us eat more lettuce. Now if you agree with me, please respond to this post by saying, completely don’t disagree with you. It won’t make me not laugh. But it will let me know who read all the way to the end.

Let’s stop TGIFing around.

Welcome to the second post in my Days Of The Week Series (my gut says this will be one of the seven best). Today we’re talking about Friday. Which is really more like Friday! It’s one of the most popular days of all time (see what I did there?) Everyone loves Friday. But I don’t love the way we often think about the day.

We all know the phrase TGIF.  The thing I dislike about this is that Thank God It’s Friday is really saying, ‘OMG! I am so thankful I have reached the end of my week of suffering!’

But on Fridays at the Perfect Agency Project we want to: Make the most. Not just coast. So we are rebranding the day as Phone a Friend Friday. Or Fone a Friend Friday. Or Phone A Phriend Phriday. Your choice.

Relationships are really, really important in business. I’ve made a genuine effort to develop, maintain and grow mine. In fact, people are one of my favorite things about this planet. And they were an important factor in me choosing to live on Earth.

Today we use lots of ways to keep in touch. We text, email, tweet, snap, chat, IM, Link and stalk people. But Fridays were made for phone calls. Because schedules free up and the pace slows down at the end of the week. So instead of using that lighter load at the end of the week to knock off early, or hang out at either the real or the proverbial water cooler, I encourage you to call someone in your network that you haven’t talked to in a while.

At a minimum, my Phone a Friend Friday calls are always a highly enjoyable end to the week. But they routinely provide great insights, advice and learning opportunities. They help strengthen my relationships. They often shine a light on another friend or contact that could use a call, a hand or a word of encouragement. And these calls regularly lead to new opportunities for me to work with some of my favorite people again.

So don’t start mailing it in just yet my friends. Pick up the phone today and end the week on a high note. Your Friday calls may prove to be the most valuable part of your week on both a personal and professional level. If you don’t know who to call, call me (614-256-2850). Even if I can’t talk at the time I’m sure to call you back. And my voicemail messages alone are usually  worth the call. Have a great day. And I look forward to catching up soon.

Why lying is so good for you.

I used to think I was an honest person. I can only think of one promise that I’ve made and not kept, since 8th grade. On the night I graduated from high school I promised my friend Simon Phillips that I would sign his yearbook. And I still haven’t done it. A few years ago I reached out to Simon through Facebook to apologize and to try to complete my obligation. Apparently he forgot all about my unkept promise. I have not.

But smack dab in the middle of what I had considered to be a very honest life I realized two shocking truths:

1. I tell lies all the time.

2. I have no idea how smack and dab came to qualify the middle of something.

The lies I’m talking about are not little white lies. Not exaggerations of something mostly true. They are complete and utter falsifications and fabrications. Big league lies.

My string of outlandish lies goes back to high school. I can remember saying that I was the boys high school state record holder in the discus. I first told this lie when I was a scrawny freshman who had only thrown the discus in one meet. And in that one meet my best throw was 60 feet shy of the state record! I was a liar. Yes, I was a liar. And my pants were certainly on fire.

The lies continued in college. After a couple of rough semesters academically my GPA indicated that I was a terrible college student. But I lied and said that I was a great college student who got great grades and made the Dean’s list. All lies.

Once I started my career in advertising the lies just kept coming. Before I even landed a job I started telling outlandish lies about my accomplishments, accolades and income. I was a one man lie-athon.

But a funny thing happened after I told all those lies.

They started coming true.

Sure enough, in the last track meet of my senior year I broke the state high school discus record by 3 feet.

In college, I followed up a couple of terrible academic semesters with 7 straight semesters that included making the Dean’s List, being named an Academic All-Big Ten athlete, achieving a GPA of at least 3.5 every semester and graduating with a GPA of 3.88 within my psychology and journalism majors.

In my advertising career the lies keep coming true too. I lied when as a young writer I said I could help attract fun clients to the agency  where I worked. Then I helped the agency pick up Ski-Doo snowmobiles, Sea•Doo watercraft, Evinrude outboard motors, as well as CanAm ATVs and the Spyder Roadster

Building on that success I then joined a relatively unknown regional agency and lied about how we were going to work with some of the world’s best brands. And over the next few years we won business with Nike, Coke, UPS, Nationwide, Chick-fil-a and Wells Fargo.

The truth is, you need to lie to achieve great things. You have to believe the unbelievable to achieve the unachievable. (That’s some Jessie Jackson-worthy rhyming, right!?!)

Whether you call it lying or living into your dreams or positive thinking or envisioning or auto suggestion, this powerful tool is about lying to yourself so convincingly that you make the lie a reality. Which is exactly what I am doing on my quest to create the perfect agency. I believe it can be done. And I believe I’m the right person to do it. Which is a huge, and completely unsubstantiated lie.

I don’t know of any other way to make great things happen but to tell myself they will, even when there is no basis for it in reality. So I encourage you to try lying to yourself today. If you don’t feel great, say you do. If you haven’t achieved great things, say you have. Say it often. Every morning and every night, in the mirror. Lie to yourself.  Lie until you don’t even realize what the truth is anymore. And then make it all come true.

Now if you’ll excuse me, I have a yearbook to sign.

 

Why everything you’ve thought about Wednesday is wrong.

Today I’m starting a new Days Of The Week series. It focuses on the importance of each day of the week. The series will feature all of the best known days, including Monday, Friday and Saturday. But it will also touch on less popular days like Tuesday. But we are going to start the series with Wednesday. (Did the name of the post give it away?)

At The Perfect Agency Project we have deep experience in both branding and positioning. After performing careful research, analysis, a few focus groups, an online survey and interviews with key stakeholders, it is clear that Wednesday needs to be repositioned.

As the middle child of the work and school week this day has often been overlooked or forgotten. To most people Wednesday is Hump Day. It’s best known for being the half way point in the week. It represents the weekly hill to get over in order to start the downhill slide to the weekend.

This is so sad.  It is a horrible commentary on life, work and school. A week is not something to get through. To endure. Or to survive. The week, my friends, is your life. If you want the week to go faster and you’re thankful to be halfway done, you are saying that about your life.

Instead of calling Wednesday Hump Day, I would like to call it Evaluation Day. It is the day that we evaluate our progress towards our goals. It is the day we check to see if we should change something in our approach. Or if there is something more fruitful we can do in the last days of the week to make it a week to remember.

After beginning the week with goals in mind, on Wednesday we should take corrective action to make sure we achieve those goals and accomplish what we set out to accomplish. Wednesday should help you build momentum that you can carry through Thursday and Friday. Not to mention Saturday and Sunday, which apparently I just did.

I love me some Wednesday.  It represents the meat of progress. It is the full engagement day. Because it is equidistant from both Sunday and Saturday. Which allows us to keep our focus on the business at hand. If you are not finding the reward in your Wednesday you should find another way to spend your week. A new job, new career or new quest could completely change the way you see the day.

Wednesday is the American Midwest. Hardworking. Honest and real. Wednesday is farming and manufacturing and producing. Wednesday is where great things happen. Wednesday is not the fly-over states of some New Yorker magazine cartoon. (Which is really funny by the way).new-yorker-Map

So let’s all have a great Wednesday. Or Evaluation Day. Or Momentum Day. Or Full Engagement Day. Or maybe even Midwestern Day. Let’s make this the best part of the week. Because whether or not you realize it now, Wednesday is your life.

How to make your dreams come true in 3 easy steps.

Do you have dreams?  I do. I dream all the time. You could say I’m dreamy. And I wish more people did. But I also know how to bring my dreams to life. I don’t just blow out birthday candles or wish upon stars or listen to Hall & Oates. While all of those activities may help, I use a simple technique that has proven effective thousands of times.

You may ask yourself why a guy who works in Advertising! would know how to make dreams come true. Well, my job as a creative is to dream of new things and then bring them to life. My proven Adam Albrecht Approach To Creating Things (I just made that up) follows a simple 3 step process. And this process applies to anything you want to create. A commercial. A home. A business. An invention. A baby. Or even a commercial about a home business that invents babies.

Today, the Perfect Agency Project hopes to make the world a better place and help make more of your dreams come true by sharing our process. So without further ado, here is how you can create anything you want through Adam Albrecht’s 3 Steps of Non-Religious Creation (I just rebranded it).

Step 1.  Envision The Dream.  

This is as simple as it sounds. This step is about letting your brain run and play. It is about building castles in your head. It is dreaming up the perfect cookie or car wash or app. Picture your ideal fill-in-the-blank. Create a clear image in your head first. Get it in HD if it is available in your area. The more detail the better. This should be fun. And remember not to dream too small.

Step 2.  Write it down.

This too is about as simple as it sounds. However, 99.9969% of dreams/ideas/visions never happen because they don’t make it to this step. They never get written down. They never get described. The never take any form in the physical world.

Simply talking about your dream doesn’t cut it. Talking is like dreaming aloud. So that still falls under Step 1. To make your dreams come true they have to make it to paper or pixels (this will now be known as The Paper or Pixel Principle). Writing the idea down creates the recipe, the blueprint, the formula, the instructions, the map. You get it.

I have notebooks throughout my home that are filled with dreams. I am certain that these notebooks are the most valuable items I own. Because in them are the descriptions, plans and sketches of great things just waiting for step 3!

But before we move on it is important to note that the more time your spend acting in step 2  the easier the final step is. In step 2 you can start small with a few notes and descriptions. But come back early and often to flesh out your idea (please don’t flush it out).

For example, if you’re making a recipe write down the ingredients and the place you plan to go shopping. If you’re building your dream home, sketch out a crude representation (not in oil). Write down the specialist you’ll need to help you. Write down the materials. And the resources you need to find in order to fill in the gaps in your knowledge or abilities. If you need help financing your dream this step is critical. Because it makes the dream real enough for others to see. This is the plan that others can support too.  Which is what makes KickStarter work.

Step 3.  Make it real.

Despite what you may think, this step is also easy when you follow the process. That is because your dream has already been created, twice.  First, in your head when you created your vision. Then when you wrote it down and created the recipe. Now you simply start cooking. Or moving. Or building. You should see the steps and functions required to make progress from step 2.  If not, bounce back to step 2 for a moment to write it out.

Keep moving. Dreams are like sharks: if they stop moving humans will make up sayings about them both. As long as you are working on one of the 3 steps you are making progress. Although the goal must always be to move forward to the next step in order to complete the process.

So there you have it.  Whether your dream is to build a great BLT, create a hilarious video or put a human on Mars the steps are the same. See it. Write it down. Make it for realsies. So get started today. Keep Moving. Create something great. And then send me a note to tell me all about it.

 

 

 

 

 

 

The one thing that helps me make each day great.

Every day starts full of potential. Your Mondays, Thursdays and Sundays are all born ready to be amazing. It’s what you do with each of them that sets them apart. I am a card carrying optimist. But I know that I will be dead long before I want to be. So making the most of each of the days I’m given is a top priorities.

There is a saying that goes through my head every morning that helps me make each day great.

“Get on top of your day before your day gets on top of you.”

I can’t remember who said that. It may have been Anonymous, or Unknown or one of those other prolific writers. But this statement pops in my ears each morning and prompts me to write down the list of things I want to accomplish each day. Then I start cranking. And crossing things off. And feeling accomplished.

However, my lists don’t help me get the urgent things done. They help me get to the important things that aren’t urgent. Between the major tasks of the day (that I couldn’t ignore if I tried) I am able to fit in things like writing a blog post, mapping out a new business idea, connecting with friends, family members or business contacts. It helps me prioritize exercise. And family time. If it’s on my list I will take a few minutes to work on a long term project that could otherwise slide forever. The list helps me find time to learn. And time to be quiet. Ok, I know those who know me don’t believe the last point. But one of my favorite activities is what I call ‘mental jogging’. And it only happens when I’m quiet.

Today I encourage you to get on top of your day. Picture the end of the day like an award show that recognizes you for your Daytime Achievement (It’s like a daily Lifetime Achievement award). What did they say you did that was so special? Include the big pillars of the day. But fill your list with the quick little wins that you never seem to get to. And then get to it. You’ll be amazed how five minutes can make the rest of your day so much more valuable. If you don’t read this until 4pm or 9pm, try writing a list anyway. I have saved many an afternoon and evening with a late list. Now, I would love to wrap this post up with a clever little statement. But I don’t have the time. There are too many other things on my list.