Not too long ago, I spoke with an astronaut about what it takes to launch into space. Since I don’t work at NASA and am not a rocket scientist, we were way outside of my comfort zone. He was patient and talked me through the various parts of a successful launch.
It occurred to me, as he was sharing his extensive knowledge, how so many of the elements in a rocket launch are appropriate for launching things right here on planet Earth.
“We are more fulfilled when we are involved in something bigger than ourselves.” -John Glenn
The factor that really interested me was the energy required to launch. We talked about the amount of fuel it takes to propel a rocket into space. I learned that the Space Shuttle had over two million pounds of solid propellant in its boosters.
Two million pounds!
All of this is to fire up the engines, create liftoff, and escape the velocity of the Earth’s atmosphere. The rocket must overcome gravity drag.
What may have been a simple, elementary explanation for a non-scientist crystallized some ideas for me.
If we want to launch something big, it often requires more fuel than we imagine.
“The greater the obstacle, the more glory in overcoming it.” -Moliere
Like many first-time authors preparing to launch their book into the world, I’ve been studying potential ways to make my book stand out from the crowd. After all, there are thousands upon thousands of books that are released each year. If you’re not a celebrity or promoting your book on your show every day, do you stand a chance?
Complicating my goal is the fact that my book is in a rare class of books that is difficult to categorize. It’s a self-help and a success book for you personally or your business, but it’s also written as fiction. I wanted to write a book that you would read on a plane, and I know that most professionals want an escape from the typical business book—not to mention that the research shows we remember a story much more than we do a list of facts.
Violate the Imagination Rule
Brainstorming promotion ideas with a small team, we landed on one that is somewhat controversial: the book trailer. Many authors will tell you that a book should allow the reader to start from a mental blank slate. A book trailer goes against that rule, pushing images into your thoughts before you’ve had the chance to create and connect characters and settings. Business book authors also tend to have trailers that are more explanatory or even a mini-lecture.
I’ve decided to do both, violating what I call the imagination rule.
First, I allowed leeway in the making of the trailer. It isn’t a replica of the script, much like a movie isn’t always duplicative of the book. In this way, you can watch the trailer but, because of the difference in the words, create your own version. I hope you watch and enjoy the trailer above to The Book of Mistakes: 9 Secrets to Creating a Successful Future.
Second, I am releasing videos that explain the book in a more non-fiction way. These will be more descriptive of the benefits of reading the book. They will include reasons: we more naturally learn from others’ mistakes instead of their successes. We often are frustrated with not achieving our goals.
(Compare the two videos above and below and see how each targets a different audience.)
It was a crisp autumn evening when I drove to the radio station in Columbus for an interview. Not knowing what to expect or where the questions would take us, I decided to just enjoy the experience.
My interviewer was Maureen Metcalf. With her extensive knowledge of leadership, she made the process enjoyable with insightful questions and a great conversation. In addition to her role as CEO of Metcalf & Associates, Maureen is the host of VoiceAmerica, an international radio showfocusing on innovative leadership. She also writes about leadership and organizational transformation for Forbes.com.
In this wide-ranging interview, we talk about a number of topics:
Motivation. Most people talk about positive motivation, but you carefully talk about negative emotions. Why are negative emotions often overlooked or discounted in the motivational literature?
Labeling emotions as positive or negative has little to do with their value, but instead involves how they motivate us through the ways they make us feel. Negative emotions like distress, fear, anger, disgust, and shame motivate us to do something to avoid experiencing them, or they urge us to behave in ways that will relieve their effects. Although we can be motivated by anticipating the positive emotions associated with pride, such as enjoyment or excitement, often what motivates us to get something done has to do with our response to negative emotions, such as in the avoidance of shame or in an attempt to seek relief from anxiety about an uncompleted task. People who are successful in their endeavors have learned to make excellent use of the negative emotions they experience. Erroneously, my own profession has promoted the notion that only positive emotions motivate us. This is possibly a misconception based on the positive psychology movement which focuses on positive human functioning rather than mental illness, and has more to do with resilience than motivation.
“Professionally successful people are emotionally attached to their goals.” -Mary Lamia
Every coach, actor, athlete and performer wants to achieve stadium status. And every brand covets the opportunity to be at the pinnacle of public awareness.
John Brubaker knows the strategies behind the biggest names who have risen to the top of the game. He shares the tactics and strategies you can employ to help your own business soar. John is a consultant, speaker, and author of numerous books, who teaches how you can turbocharge your performance. His latest book, Stadium Status: Taking Your Business to the BIG TIME, immediately caught my attention. I recently asked John to share more of his observations.
“You aren’t wealthy until you have something that money can’t buy.” –Garth Brooks
Stadium Status: To be a big enough star that you could fill an entire stadium when performing a concert, you know you’re big once you’ve achieved Stadium Status. —UrbanDictionary.com
That scholarly journal, “Urban Dictionary,” defines stadium status very succinctly: essentially, it means that if you’ve achieved stadium status, you are a big star. Stadium status is, on some level, a goal that lives within every artist, entertainer, and entrepreneur.
“Don’t compare your preseason to someone else’s postseason.” –Coach Morgan Randall
Toward the back of the book, you talk about Garth Brooks. What can non-country music stars learn from his performances?
Brooks is so dialed in to his customer’s perspective that, in every arena he performs in, the morning of the performance he sits up in the back row or in the obstructed-view seat that is the worst in the house. He does this to better understand how his customers see him and how well they see him. The back row customers tend to be some of the most loyal fans at any concert. These are folks who have probably pinched pennies and saved up for months to purchase his tickets.
To give a few special fans in the back row a true front row experience, at the beginning of his shows Brooks sends security guards to the “nose bleed” seats in the back row. Arena security asks to see the customers’ tickets and then explains to them they are sitting in the wrong seats. Right when they begin to get confused or upset because their seats can’t get any worse, they’re told that they’ll be escorted to the correct seats Mr. Brooks has waiting for them . . . in the front row. I saw him do this in the early nineties in Pittsburgh’s Mellon Arena and again in 1999. And he continues to surprise and delight fans today.
Everyone can benefit from putting themselves in their customers shoes. Secret shop your own store, call your 800 number and see how long you get put on hold. Email or reach out to customer service on social media to experience how your customers experience your business. I promise you that you’ll get an education money can’t buy.
“In any team sport, the best teams have consistency and chemistry.” –Roger Staubach