Build a Smart Company, Not a Loud One: On the Merits of Introverts

A couple weeks ago, a few of us took a Myers-Briggs test just for fun. Upon the big reveal, we discovered that all three of us were INFJs.

INFJs indeed share a very unique combination of traits: though soft-spoken, they have very strong opinions and will fight tirelessly for an idea they believe in. They are decisive and strong-willed, but will rarely use that energy for personal gain – INFJs will act with creativity, imagination, conviction and sensitivity not to create advantage, but to create balance. Not only does this personality type need to be able to express their creativity and insight, INFJs need to know that what they are doing has meaning, helps people, leads to personal growth and, all the while, is in line with their values, principles and beliefs. It should also be remembered that at the end of the day, INFJs are still Introverts (I), and their popularity isn’t always welcome – they will need to step back and act the lone wolf from time to time, pursuing their own goals in their own ways. [source]

That intrigued me.

If I’m being perfectly honest, I was a little bummed at first. Despite having a clear understanding of what energizes/energy drains me, my first reaction to my result was a wave of disappointment when I saw that “I” heading up the pack.

But why, I wondered? There is no right or wrong personality type, so why did I harbor a secret hope that I would come out an “E?” 

We work in a industry where “E” is king. Offices are open. Ideation happens on the spot in group brainstorms. And rightly or wrongly, extroversion is often equated with creativity.

“In previous centuries our culture valued quiet integrity and introspection. However, in today’s culture the emphasis on personality and striving to be noticed has propelled the extroverted personalities to be valued. That person speaks fast, loud, and a lot. They think while they are speaking. The introvert, who articulates her ideas in her mind before speaking, is quiet and reserved, has been pushed to the background.

As a result, it is not always the person with the best, most creative ideas that is heard, but the loudest. The result of this has been a loss of ideas and capabilities of some of the finest thinkers in organizations. That is a huge waste of talent that companies can ill afford to lose. Of course an organization will work best if it can harness the best of all employees, both extroverts and introverts.” [source]

There’s little doubt that within the confines our modern cultural infrastructure, the sun shines brightest on the loudest and proudest, but it’s the often-overlooked introverts who often prove to be the true untapped powerhouses of potential. Why do we value noise over quiet? Why do we evaluate potential based on what someone says rather than what they do? Why do we secretly long for an “E” instead of an “I?”

In her TedTalk, Susan Cain talks to the potential and true nature of introverts. The entire video is worth a watch (and a bookmark) — but if you want a sneak peak, here are ten takeaways from the talk (and yes, they’re backed by research): 

1. It is estimated that a third to a half of people are introverts.
2. There is a difference between introversion and shyness.
3. The key to maximizing our talents is to put ourselves in a zone of stimulation that works for us.
4. Our most important institutions (workplaces and schools) are designed for extroverts.
5. Kids that do better working alone in school (introverts) are often tagged as outliers or problem cases.
6. Introverts are most often passed over for leadership positions.
7. Introverted leaders often deliver better results than extroverted leaders, perhaps because they tend to be more willing to let other people run with their own ideas instead of putting their own stamp on the ideas of others.
8. Groups of people will almost always follow the opinions of the most dominant person in the room.
9. There is zero correlation between being the best talker and having the best ideas.
10. The best organizations consist of a mix of both extroverts and introverts. More importantly, they create a culture and workspace designed that offers something for both.

But seriously. Watch the talk. 

https://www.youtube.com/watch?v=c0KYU2j0TM4

Why "Opposite Day" May Be Your Brand's Golden Ticket to Success

Once upon a time, a little brand called Warby Parker rocked the universe when they started doing the unthinkable: offering prescription eyeglasses at bargain prices over the internet. In stark contrast to the "traditional" model (pay exorbitant retail prices at brick-and-mortar shops), they flipped the model on its head. No stores. No pushy salespeople. No rush. Want to take your time and browse around online? No problem. Want to take the glasses home and try them out for a week? Go for it.

A few short years later, pretty much everyone is sporting at least one pair of Warby Parkers. For all the naysayers who said it couldn't be done, Warby did it. And they did it awesome. 

Nobody will deny that stylish, affordable glasses are a good thing. But the secret sauce to WP's success is that they saw a need -- and they went after it. They saw a hole in the traditional model -- and they moved to fill it. To quote a wise book, when everyone else zigged, they zagged.

In his article, "The Law of the Opposite," Michael Farrell says:

In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be No 2 to turn the tables.

Much like a wrestler uses his opponent's strength against him, a company should leverage the leader's strength into a weakness.

If you want to establish a firm foothold on the second rung of the ladder, study the company above you. Where is it strong? And how do you turn that strength into a weakness?

You must discover the essence of the leader and then present the prospect with the opposite. In other words, don't try to be better, try to be different. It is often the upstart versus the old reliable.

CASE STUDY

Everyone under the sun has heard of Dollar Shave Club at this point. (If you haven't, rally your fingers and check out their video below.) The premise is simple: for a low subscription fee, you receive quality disposable razors/blades in the mail each month.

Pretty genius.

With 17 million Youtube views, hundreds of thousands of followers on social and an army of rabid fans, I'd say its working for them.

Enter Thousand Dollar Shave Society:

Join us in rebellion against the cheap-as-possible, throwaway shaving products of Internet warehouse clubs. Return to the days of a shaving ritual to be relished, not endured, with the finest collection of shave products ever assembled into a single package.

https://www.youtube.com/watch?v=J-BWl0bKIFA

It appears the gauntlet has been thrown down.

Game. On. 

How Fab.com Turned "Oopsie" into "Opportunity"

As the finger that pulls the trigger on a monthly newsletter, MailChimp's sense of humor makes me laugh. In those final moments before you push the button and relinquish control, the longer you linger above the button, the sweatier the nervous monkey arm gets.  In August, the popular site Fab.com had a moment of flub. Over a weekend, subscribers received an email blast featuring little more than a photo of a tiny kitten contemplating his face in the mirror. Fab fans were left scratching their heads and wondering what does it mean? 

(The inner Community Manager in me knew right away: someone had selected the wrong test list.)

A few hours later, Fab.com sent this apology email, proving that eating crow doesn't have to be an unpleasant experience.

Thanks to the quick action (and quick wit), what could have been "Remember time Fab randomly sent a cat photo with no further explanation?" turned into "Remember that time Fab turned oopsie into opportunity?"

Accidents happen. How you decide to respond makes all the difference.

Want to read more? Check out these brand tips for saying "I'm Sorry."

The Instagram Effect: Life Based On a True Story

I'll preface this post by saying I'm a huge Instagram fan. Of all the social networks, it's the one I'd miss the most if it were to disappear tomorrow. I suspect this love is rooted in a favorite childhood pastime: thumbing through old family albums. Many an hour was spent perusing the pages of family history, scrutinizing not only the photo subjects, but anything in the background, trying to absorb all the accidental life stories captured within. While Instagram lacks the tangible delight of heavy photo books and page flips, it has become the modern version of the family album of yore. What once required the foresight to capture photos, the patience to develop and a sizable chunk of time to lay everything out in a photo book, can now be accomplished with the literal click of a button.

But along with the good, comes a side of hostility. Critics berate Instagram (and its users) for the rise of the "Envy Effect," claiming the majority of photos shared on Instagram portray a perfect and unrealistic life. “When you’re waiting for your coffee to brew, the majority of your friends probably aren’t doing anything any more special. But it only takes one friend at the Eiffel Tower to make you feel like a loser.”

As one author says in his rebuttal to the post, "I wouldn’t be the first person to point out that if you’re jealous of your friend’s life as it looks on Instagram or Facebook, the problem is not social media — it’s you."

I tend to agree.

Nobody ever said Instagram was a non-fiction storytelling tool. If anything, it's a medium for telling the story of our lives based on a series of true events. It's art, not forensics.

I like experiencing the world through the eyes of those who find beauty in unexpected places. I like that people are taking the time to experience the magic of life on a micro-level. I like people who challenge themselves to find a softer world -- and share that with others. That doesn't take away from my life experience, it reminds me to keep my eyes, mind and heart open to everything around me.

Sunday night a friend shared a great post on Facebook: What I Instagrammed Vs. What Was Really Happening, Or My Entire Life is a Life. In the spirit of the true story, I'm taking a page from Olivia's playbook. Here are Instatruths of my own...

THE AUTUMNAL GLORY PHOTO

What it looks like... BEHOLD! Life in Ohio is a blissful state of autumnal glory – and it’s only early September. Must be going now. It’s time to don a thick scarf and a cozy cowl neck sweater for the hayride that takes us to pick apples and sing songs around a Pinterest-worthy bonfire.

The real story... Two minutes before I took this photo, my 2-year-old "nephin" chucked one of these pumpkins at the ground. Hard. As a result, we went home the proud, new owners of a bruised and battered pumpkin.

THE GALAVANTING AROUND THE GLOBE VACATION PHOTO

What it looks like... Clad in practical shoes, I hiked to the top of this mountain to be at one with nature and revel in the splendor of Mother Earth.

The real story... I was essentially tricked into climbing this hill by a much more outdoorsy, fit and nature-friendly friend. Number of asthma attacks experienced climbing hill: 1. Hits off asthma inhaler: 2. Number of complaints about climbing steep terrain only to arrive in front of a beautiful waterfall drenched in sweat on a 90-degree August day: countless.

THE HAPPIEST HOUR PHOTO

What it looks like... Just another Saturday night sipping on a fabulous drink at a fabulous bar living a fabulous life.

The real story... The bartenders at this place are so hipster I was afraid they would judge me if I asked if that was a pineapple top. So I just took a picture of it instead.

THE SELFIE

What it looks like... Just a quick photo to say hello!

The real story... This is the first time I’ve had my hair out of a messy bun in over a week. It only happened because I had a guest in town. If you run into me any place else under any other circumstances, neither I, nor my hair, will look anything like this.

THE PERFECT POOCH PHOTO

What it looks like... My dog is an adorable, quirky creature.

The real story... My dog is an adorable, quirky creature with a penchant for getting into trouble. This is his “I did something really terrible #SorryNotSorry” face. I see it all the time.

CHIME IN: Do you think the Instagram is a positive or a negative thing? 

A Lesson from the DiGiorno Disaster

By now, pretty much the entire world has heard about DiGiorno's major flub earlier this week. Long story short, earlier this week, survivors of domestic violence stepped forward to share their stories on Twitter using the hashtag #WhyIStayed. Apparently DiGiorno's Community Manager saw the trending hashtag, but didn't take time to explore what it was about, because this happened: (Go ahead. I'll hold while you groan in horror.)

As Adweek points out, "It was a boneheaded mistake, to be sure, similar to snack brand Entenmann's famously regrettable decision to tweet on the hashtag #notguilty, failing to realize it was trending because Casey Anthony had been aquitted of murdering her daughter.

In Entenmann's case, the brand responded by simply abandoning Twitter for years, leaving their account as a scorched-earth monument to poor decisions. DiGiorno has, so far, taken the more mature and difficult approach. Since last night's #whyistayed tweet, the brand has been responding to dozens of Twitter users offended by the post. Each response has been personalized and is clearly sincere, which is a nice reprieve from the usual copy-and-paste approach to dealing with bad PR in social."

THE LESSON  There's an age-old tidbit of wisdom that reminds us that the best form of medicine is prevention. The same holds true for PR. The best form of PR is avoiding a crisis entirely. We're doing business and socially engaging in a world where time is of the essence and the whole world can have eyes on your brand's message at any given moment. The margin for error is minuscule, at best.  Mistakes do not go unnoticed, they get shared -- fast. For Community Managers, there is an increasing presence to be on top of everything 24-7. To be there the moment something goes viral and figure out a way to make it work for the brand.

As we delve further and further into a real-time marketing world, we're going to see more and more of these real-time screw ups. Hurry and hysteria do not a solid, worry-free strategy make. I propose we all take a breath, take a beat and take a tidbit of advice to heart...

Time Travelers

A few weeks ago, I found myself 2,500 miles from home, sitting under twinkle lights and across the table from an old friend. The stars had aligned, putting us both in the same place at the same time for the first time in over a decade. Try as I might, I couldn't recall the exact moment the lights went on in our friendship. One day I'd never heard his name, the next it was like he'd been there all along; tall and full of thoughts and bearing the weight of a certain kind of wisdom. It seems most of my memories of our roving gang and the way-back days have been swept out to sea by the clouds of time, lost in the nostalgic haze of an old fog machine. I recall lots of laughter, but can no longer place exact dates or timelines. Nonetheless, I remember the flash fondly; a flurry of fun and function, classes and caffeine. Weekends ran Thursday to Sunday with occasional periods of recovery in between. Our nights were filled with too much wine, too little sleep, too many jam thumbprints. We were living on borrowed time and borrowed couches, finding our footing and our way past Boardwalk and Park Place.

I earmarked that phase of life not by dates, but by seasons. Summer was fleeting. Autumn was promising. New Years Day found the winter house warmed by a huddled handful of dreamers and a weightless kind of wonder and love, possibility and blindness one only experiences during that final descent. Childhood took the lead for one last dance, covering our eyes with her gentle hands.

"Trust me," she said. And we did.

"Follow me," she said. And we did. With each night, each gathering, each step, we were leaving behind the world we'd known in order to meet the people we were meant to become.

Eventually, the record took its last spin. And when the music stopped, she scattered us to the wind.

Our lives are a great anthology in which we each play our own protagonist. Some chapters are long, some short. There are periods of peace, of war, of struggle and triumph. The characters are as charming as they are varied. Between the pages we find a spine. We learn to fight against the current to get to where we need to be. There we find the courage to open our eyes and our minds and our hearts. Amongst a sea of strangers, we begin to recognize people we've never met as friends.

The older I get, the more I understand that there is a certain peace one finds in the company of old friends. In those quiet, comfortable moments with the people who've known you for the long haul, you recognize your whole self in them.

Someday the clouds and fog will come to carry all your days away, but ten years from now you'll travel to find you've time traveled. And there, 2,500 miles from wherever you are, you'll rediscover the story of who you are, safe and sound, in a comfortable silence and a familiar face.

I Don't Hate Hiking: A Lesson Learned On the Oregon Trails

“I hate hiking!” is a story I’ve been telling myself for roughly 33 years. It was a stubborn, silly thing to claim, especially since — until this weekend — I’d never actually hiked.

What I really meant is that hiking makes me uncomfortable. It is a new experience. It’s something I’m not skilled at. It challenges me. It pushes me beyond my comfort zone. It falls outside my wheelhouse.

Last week, I spent several days trudging my way (literally) over the river and through the woods of Oregon. At first, an obstinate little voice inside my head was urging me to dig my heels in, refuse to go on and hitch a ride back to civilization. (Or at least craft a series of snarky Tweets to send once I returned to a reliable wifi signal.) Somewhere around the five-mile marker it occurred to me that by hunkering down in my head and focusing my energy on all the comforts I was missing, I was actually missing out on the amazing things right in front of me. As soon as I hit my internal mute button, I began to discover that I kind of love hiking.

Sure, I had to stop and wheeze-it-out at various points. My body was sore in places I didn’t know it was possible to hurt. I had to use an outhouse. But that was all okay, because there, in the middle of nowhere, with no cell phone signal and just about every modern convenience stripped away, I found myself living fully present in the moment. And that is a really, really good feeling. 

I realize I may never relish having my feet restricted to “real shoes.” I may never enjoy physical exertion in sweltering 90-degree heat. I’m definitely never going to love an outhouse. But I really liked the version of myself I met at the top of the hill, the base of the falls and the end of the path.

There’s no doubt it’s easier to write something off completely than it is to try and struggle, flail and fail. But a comfortable life is a life with blinders on. Sure, you can get ahead, but you’ll miss out on the things that matter most. When we settle for comfortable, we settle…period. We end up depriving ourselves of not only experiences, but of becoming the best version of who we are.

A wise person once told me if it doesn't scare you, it doesn't grow you. Get cranky. Get angry. Get frustrated. Work up a sweat. Work up worries and doubt. Then let go of that balloon of uselessness. You don’t have to take the world at someone else’s pace. You just have to put one foot in front of the other until you find your stride… then get on with the getting on.

Say yes more than you say no. You never know. It may take you someplace more beautiful than you ever imagined.

An Open Letter to Stone Brewing Co.: Come Home to Columbus

Dear Stone Brewing Co.,

Greetings from the Midwest. I feel like I already know you, and we haven’t even met.

I hear you’re considering a new place. Congratulations! The aftermath of your announcement sure has generated a lot of talk about cities. Cities under consideration. Cities cut from the list. Cities still in the running. But I think people have got it all wrong. This isn’t about a new zip code. It’s about finding your place. A place to plant your dream and grow your vision.

Someone once told me that whenever you sell a house, you should leave a letter behind for the family that follows. It makes the difference between moving into an empty shell and beginning a new chapter in a home. If it works for houses, maybe it works for business?

Here goes.

First, a confession. I’m extremely partial to Columbus, but I wasn’t always. I moved here out of necessity after college. In those first months, my world was very small. I avoided certain parts of town. Took the same roads to and fro. Shopped at the same places and went to the same restaurants. I complained about traffic and way too much football.

Over time, I warmed to the city. I ventured out and began to discover what I had been missing all along. Soon, I was in love, yelling O-H at strangers on the sidewalk, reveling in the downtown hum, enamored by the tenacity, ingenuity and spirit of the people who call this place home.

So, here is what I can tell you for certain. We’ve got a rare kind of magic in this town. You'll find it sprinkled everywhere, from our Shoe to our suburbs. We are a city where people turn potato salad into positivity and tell stories by the scoop. We’ve got pride in our place and pride in our people. Whenever and wherever you conjure up the spirit of  Sloopy or Caroline, someone (clad in red) will be there to get your back. Of that, you can rest assured. We’re helpers and dreamers and world-changers. We’re a city that cheers for science nerds, band geeks and artists. We're weird. We're happy. We're scrappy and smart. We like big boats and we cannot lie. We’re too many things for one infographic or a single list.

Columbus isn’t obvious; it’s understated and often underestimated. We’re a place people never see coming, which gives us the chance to constantly surprise the world. When they label us “flyover territory” and “cornfield country,” we laugh. Because, yeah, we’ve got your cornfield right here.

Columbus has a way of winning people over. And when it does, you just get it. From the nuts around our necks to the O-H-I-O above our heads, we’re a team here – and we’re all in. We cheer for the underdog. We champion for the success of strangers. We do whatever we can for whomever we can whenever we can. When one of us wins, we all win. We’re a place for everyone. And everyone has a place here.

I won’t pretend to understand the intricacies involved with brewing. (I'm a wine girl, still searching for her soulmate beer.) I don’t know how you make hops hop or how grain goes from barley to bar, but I do know business.

It’s true that brands aren’t built on passion and passion alone, but I'd venture to say you won’t find a single successful company that got where they are without a tribe of passionate people rallying behind their dream, their vision and their spark. You can make things happen anywhere, but if you want more, go with the optimists and visionaries, creatives and believers. Go where people never hesitate to roll up their sleeves and link arms. Go where people aren't afraid to stand up and stand for something. Go home.

Home isn't a zip code. It's where you find your people. Here we are. We’re saving you a home in our city – and in our hearts.

Come home soon.

Happy birthday, Julia Child!

Happy day to my birthday twin, Julia Child! She was tall and awkward, courageous, brilliant and simply amazing. In a time when women were supposed to "be modest and polite," Julia made messes, stirred things up, got her hands dirty, forged her own path, played by her own rules and created her own destiny. And she did it all in heels.

I feel honored to share a birthday with such an incredible woman. Long live her brazen spirit and penchant for living joyfully.

The 33-Year List

Dear Universe,

On this, the eve of my 33rd birthday, I wanted to wish us both a happy anniversary. We've been together a long time, and have come a long way since the days of baby bottles and the summer of '81. Our anniversary poses a challenge, however. What to get the galaxy that has everything? I briefly considered a box of chocolates, but realized you've already got Mars and the Milky Way. And diamonds were out since you've got plenty of stars. So, in the end, I opted for this: a list of life lessons derived from some of our greatest hits. 

Universe, I wouldn't be here without you. And that's saying a lot, because here is nothing short of incredible. Thanks for the memories. Here's to you, Universe. To me. To us. To infinity and beyond! (Or a least the next 33 years...)

Yours, Amy

33 Things I Learned in 33 Years as a Dot in the Universe

1. Nobody knows anything at 18. You don’t have to have the entire world figured out before you can legally rent a car.
2. There’s a great big world out there. Allow it to sweep you off your feet, whisk you away and drive you out of your mind. You'll be glad you did.
3. All good things begin with some form of a "yes," Say yes more than you say no. Then hold on.
4. Champagne, desserts and massages need not be reserved for special occasions. Treat yourself.
5. Hang onto the precious few who force you out after a heartbreak, help you move in August and pick you up from the airport at midnight without complaint. They’re the real deal.
6. Live alone at least once.
7. Stop. Waiting. Around. There is no right moment. There is no more convenient time. There is only now. Take the risk. Take the trip. Make the call. Spin a globe, put your finger down and go.
8. Life is never going to hand you what you want, but you may be surprised how many people are willing to help when you muster the courage to ask for it.
9. Learn when to go with the flow and when to take a stand. There’s a time and a place for both. You will find that very little falls in the grey area in between.
10. Look up. Everything you could ever want or need is right here, right now. Look up from the screen. Put down the phone. Refuse to live your life in a state of DVR.
11. Single is much more fun than anyone ever admits, so go ahead and enjoy it. Eat cereal for dinner. Revel in pantlessness. Marathon Netflix. Someday you'll miss it just a little bit.
12. Get to know your family. Ask them questions. Soak up the stories. Write down the recipes. No matter how many years you have together, you’ll wish you’d had more. When it comes to our people, there's no such thing as "enough." Make time you can while you can.
13. You’re weird and wonderful. Accept it. All the best people are.
14. Make mistakes. Learn from them. All the best people did.
15. Creativity favors the shoeless, and genius will invariably strike while you're in the bathtub. Free your feet, free your mind and everything else will follow.
16. Heartbreak happens. Sometimes it will be your fault. Sometimes it will not. Either way, it will shape you. Be kind. Be grateful.
17. Worry is a lead balloon. 99.9999% of the worrying you do in your lifetime will be for naught. So just stop. Lighten your load. Release the balloon.
18. Become a citizen of the world. Try on a new zip code. Go forth. It's the only way you'll ever fully appreciate the roads that lead home.
19. By 30, you'll find yourself going out less and going to bed earlier. By 31, you'll find yourself liking it.
20. Real mail, old books, squeezed lemonade. For some things, there's just no substitute.
21. When you meet someone who finds you beautiful in fake pants and a messy bun…put a ring on it.
22. Dancing is meant to happen with free spirits, reckless abandon and a few drinks in the system. Never -- ever -- miss a chance to throw your arms up to "Shout" at a wedding reception.
23. God. Whatever you call Him, wherever you find Him...get to know Him.
24. Karaoke is the best worst idea. When it doubt, walk 500 miles. (Then walk 500 more.)
25. Say what you think. Love who you love. Drink what you like. Don't be a jerk.
26. Scatter love, prayers and gratitude wherever you wander in this world.
27. Whatever the plan, plan for nothing to go according to plan. That's the secret fun of it.
28. Sprinkles and sparkles are seeds of joy and fertilizer for the happy soul.  No matter what anyone says, you’re never too old for either one.
29. Make no apologies for the way you feel or the naps you take.
30. "One-size-fits-all" only works for rain ponchos and "normal" is just a washing machine setting. Defy words. Defy labels. Commit to live up the spirit inside you. Become a person who makes the ghosts of your ancestors cheer.
31. Get lost. (And enjoy my jacket, which you stole from me.)
32. When you find yourself in a certain kind of rare and special moment (and you will) -- be still. Allow the tidal wave to overwhelm you and carry you out. Let it break your heart then make you whole again. Take a breath and close your eyes. There, in the golden joy of simply being alive and part of it all, you'll see more clearly than you ever have and all will be revealed. When you find yourself back on shore, you'll swear it can't possibly get any better than this. And it won’t. And it will.
33. One day you'll see. Promise you'll tell me all about it.