The Cannoli Recession is Here

People much smarter than me are scrambling to predict our economic scorecard for 2023. 

“The worst is yet to come” . . . is the log line, the elevator speech, the six-word short story. So says the International Monetary Fund, Bloomberg and clients who, while talking blog topics for next year, slide it in with a nervous laugh.

But I don’t need predictive analytics or spreadsheets to know the recession has descended like an uninvited guest who throws his napkin on the floor. Standing in front of the glass case at my neighborhood Italian store I saw the writing on the glass: one cannoli now costs $3.49. Miniature ones are $1.99. MINIATURE ONES.

The horror.

For my family of five (actually, six, I have a son-in-law now), that’s $21 for dessert. And I eat two so . . . we’re up to $25 bucks.

I decline.

Instead, I bought a package of Italian cookies. Then I conjured up vanilla ice cream with warmed fig compote kissed with orangy Cointreau, ingredients already among my staples at home.

The Cannoli Recession is here. But I won’t let it ding my time with the people I love.

Instead, I’m changing the story narrative: the best is yet to come (minus the cannolis!).

Michele Kelly is an Italian mother, fiction writer and co-founder of K+L Storytellers, a content company for makers in the manufacturing and tech space. Reach out at michele@klstorytellers.com or LinkedIn: www.linkedin.com/in/michelekellystorylove.

What Really Wins the Game?

Packers won. We lost. Or did we?

Driving back from family weekend at the University of Tennessee, Knoxville (dropped off some homemade pasta gravy and meatballs for my Peter Kelly Cutie Pie) when a radio announcer asked Bears Coach Matt Eberflus: What do you tell your players before a big game?

Coach said (going from memory because the lead on my pencil broke!): "Do one play at a time. Turn the page. Do it again."

I'm not even sure how scoring works in most sports, but I do co-lead our brood of three. The coach's words stayed with me.

Do one play at a time.

Learn what you did wrong. Take note of what went right.

Build your life story with momentum, strength, courage and grit. Turn the page.

Do it again.

My children were kind of surprised I was quoting an NFL football coach when I shared this with them today.

Sure, the Chicago Bears lost yesterday. But that was just one game. The long game is much more important.

That's how we write our story. In life. In business. In anything.

One play at a time.

10 Content Strategies for Middle Market Manufacturers to Slay the Big Dogs

I get this a lot: “We compete against a billion-dollar company. But we’re better.” How do the Davids of the world keep Goliaths in check?

Whether clients or colleagues, small to middle market manufacturers everywhere are talking about sharpening their stories to compete with the big dogs in the Fortune 500 (more on this in the excellent book published by IMEC this year called Made in Illinois.

Here’s how you do it:

1. Content consistency is king, queen and the entire court. Your mail carrier is a great metaphor. They deliver (literally) no matter what. Consistently publishing content means more than even great writing (did I just say that!!??!!). Why? Because when you send your blog out on time (we get an F- for this at K+L) or you show up on Instagram three times a week (C-) or you share a LinkedIn post weekly (don’t ask), it’s like showing up for the neighborhood baseball game on a regular basis. It says you are in it for the long game. Start with a content mission statement. This is super easy to write. Fill in the blanks: Our content is for (audience) who can find (type of content) that will help them (what the content will help them do).

2. Blogs inspire admiration which leads to trust. Blogs do not bulldoze into prospect doors and get them to sign on the dotted line. They do, however, solve problems. That’s the beauty of blogs. They answer the questions your customers struggle with. And, you, the noble small to midsize manufacturer show you are there for them with blogs that have real answers and heartfelt advice.

3. Write like your hero talks. Too many people in this world say they can’t write. This is the tragedy of traditional grading systems. One “F” on an English paper, and it wrecks havoc on the creative writer inside us. But you don’t have to be Hemingway to write well, you just have to be a good listener and show empathy. When it comes to your website or email campaigns or sales decks, incorporate the language of your hero — your customers and prospects.

4. Data science is your top super secret competitive advantage. Rich data surrounds you. Use this information as the “authoritative” differentiator in your messaging. We recently designed a survey for a locally-owned solar company, Independence Renewable Energy in Sandwich. The information not only will inform the brand work we are creating, it also netted the company four new newsletter subscribers, inspired social posts and provided an excellent reason to reach out to past customers. Original research provides content for press releases and blogs. Think exclusivity: what data do you have that you and you alone can share?

5. Plan content around business objectives. Don’t just be an online content creator, be an online marketer. (more on content specifically at VIA’s Can-Do Content Marketing for Manufacturers roundtable on June 18 featuring Michael Lis from Speck Media, Nancy O’Leary from Custom Direct and Janet Viane from Red Caffeine, plus yours truly). The gist: give content a job. Make it work hard to achieve your business objectives. Like: creating a better customer experience, increasing leads, attracting investors, reaching revenue goals, converting prospects into customers and building community.

6. Choose your worldview. This is where size is an advantage. Very large companies must overlay their values onto thousands of people. Small to midsize manufacturers, however, can plant their flag and share their values across the company with greater agility. Integrate your company’s worldview in your content and you become unforgettable or, at the very least, not forgotten in a noisy world.

7. Treat your website like your dog. Feed it, love it, take it for a walk every few days. But, absolutely do not ignore your website or it will grow lonely and – I so hate to say this word as I live for style – shabby.

8. Social media are databases, but your inside list is gold. There was the world before social media and the world after. The latter isn’t so bad if you think of it as yet another place to build community. Building an inside list, however, is not just a database; it is gold. Treasure it, respect it and, by all means, use it to stay in touch with your most important people.

9. Social responsibility is the main course, not a side dish. If you believe in stamping out hunger or saving the planet or helping at-risk youth, then create a team of people who believe in that too and do something. Take one small step. As we saw with the VIA Spark Awards, it starts with one person who says: “Why not? This cause means something to us.” From there, invite people to volunteer to be on a green team or a social impact group. Big companies do not always have the agility to make bold moves. Be bold.

10. Love first. This needs little expansion. Love is the place from which amazing things are born. Show the love in the words you share, mediums you frequent and lives you touch. That’s great content marketing - being a bright hope for others and staying with them so they succeed.

Sliding Down the Rope Headfirst: A Must Try

“Without pushing your limits, without occasionally sliding down the rope headfirst, without daring greatly, you will never know what is truly possible in your life.”

Admiral William H. McRaven, Author, “Make Your Bed”

That’s a much more eloquent way of saying “You need to step out of your comfort zone,” a tired cliché that typically garners an eye roll.

I recently slid down the rope headfirst, and I’m still sliding. I’ve been doing Beach Body on Demand. There, I said it. But let’s keep this little fact between us friends. The truth is Michele got me to do this 30-minute exercise regimen that is absolute H-E-double-hockey-sticks torture.

I admire colleagues like Dean Petrulakis, who attack exercise like it’s a higher calling. My goal is to stop excusing my way out of a fitness routine. I am not looking to get the six-pack abs that I’ve never had, but I do want to strengthen muscles that would much rather atrophy than exercise. If I lose a few pounds in the process, it’s a win-win, but I keep my goals simple – focus on strength, the weight loss may follow.

This story is relevant because it’s easy to fall into a rut or routine. We often take the easy way out. Perhaps we’re afraid of learning new programs or apps that can help us at work, or our daily routine is predictable, or we sit in the same chair in a staff meeting (pre-pandemic).

As Admiral McRaven says, we occasionally have to slide down the rope headfirst. I’d welcome an opportunity to hear how you are sliding down the rope and what you’ve done to change your routine. (Near the end of our weekly family Zoom call, as our college kids are probably looking at their watches, I read an excerpt from “Make Your Bed.”)

So what has Beach Body on Demand done for me? I notice I’m not out of breath as much. My muscles are sore (I think that means they are waking up from their slumber). I have more energy (both mental and physical). I have lost a few pounds. And, I get to watch my beautiful wife exercise, although I’m mostly just trying to keep my balance and not keel over. (I’ve told the kids, if I pass, don’t put in my obituary that he died painfully doing Beach Body on Demand).

I plan on continuing this routine three days a week and bicycle 12-25 miles on the weekend. I’m curious to see how far down the rope I can slide.

Hey, Mr. Coronavirus, I'm Still Goin'​ to the Cemetery Even if You Canceled Mass: An Essay About Rituals

Frank Anthony LoDestro

I don't remember the year my mother died. Numbers are not a writer's friend. I just remember all my children were under five and Jr. was 20 pounds of screaming baby that couldn't last more than five minutes in a moving car.

Funny, the mile markers we choose.

I didn't think my father was equipped for life without her. She cooked, kept the bills, turned Sunday pasta into an art form, made sure we went to Mass, and taught us that family dinners were more important than being valedictorian, star athlete or the lead in the school musical.

Then, one day, she went to heaven. On Memorial weekend, the cancer had won. Grief doesn't sit. My first inclination was to take care of my father but you don't do that for a soldier who served in the first Marine Division at Guadalcanal in WWII. Nope. Frank Anthony LoDestro was, as the other Italian Frank croons, going to do it his way. So we came to an understanding. We would grieve for my mother on equal footing.

That started our annual visits to the cemetery. Every year, my father and I would go to Resurrection Cemetery a few towns away to attend outdoor Memorial Day Mass. Sometimes I would snatch one child or another to attend. Always it was me and Dad. The sky was our ceiling, the trees and surrounding houses the pillars of nature's vast cathedral.

By the end of most of these Masses, I'm sure I should have gone straight to confession.

Inevitably, my father, like he did when we were kids, would snicker partway through Mass about the "pondaloon" sitting in front of us.

Dad's hearing was debatable so the pondaloon in question would sometimes catch my father's bass voice in the breeze, turn around, and throw back a stern stare. I begged Dad to stop as I pushed down that wild, deep-throated laughter that bubbles to the surface when you know something is wickedly fun in a completely inappropriate place.

Then we would fold up our chairs and walk to where my mother was. We brought flowers to lay carefully by her gravestone. Dad would get his pail and fill it with water from the faucet nearby, scrub off any white bird poop on the stone with a small brush, say three Hail Marys and kiss the stone three times. This was ritual.

Of course, my father had another reason to feel an edge over all the other pondaloons in attendance. Soon after Mom's funeral, Dad commissioned a 12-foot granite statue of Mother Mary to watch over my Mom's grave. Nobody in the Mass crowd knew that, of course, but that didn't matter to Dad. When he saw people praying the Rosary by the statue, he felt so proud honoring his wife of 40 years in such a visible way.

Oftentimes, we love people the way we wished we had loved them when they were with us. In this case, Dad's love weighed 700 pounds, built from a lifetime of moments both memorable and regretful.

After my father joined my mother in heaven a decade ago, I kept going to Mass each year. It was something I could do for him that he did for her. Roderick started coming with me and, together, we honored a great man, our red camp chairs in hand.

Ceremony and ritual give us definition. They shape our culture and allow us to celebrate shared beliefs. They are our life's mile markers.

My ribboned Holy Communion dress and veil, the gold ring around my finger, the white linen baptismal gown and tiny suits worn by my children. These are rituals no different than West African women of the Fulfani Tribe tattooing their mouth and lips before marriage or the ancient Romans sacrificing animals to the gods.

Rituals honor people, hope, love. These universal ceremonies give purpose across the continuum of time.

This year, Mass is canceled at Resurrection Cemetery because of the virus. This ritual was a pilgrimage with my father and then for my father. If there's one thing I could say to Mr. Coronavirus, it's this.

You're just a big pondaloon and you can't stop this Italian girl from breaking with tradition. Nope. I'm still goin' to the cemetery.

Stare up the Steps or Step up the Stairs

Hilltopper senior picture 1981

I can relate to the 2020 college and high school graduates. They are being cheated out of that one big moment where they are publicly rewarded for years of hard work. They have stared up the steps and now, finally, can step up those stairs. Except, in reality, they can’t.

They will miss walking across the stage to accept that sheepskin AND to give the stink-eye to select educators who pushed and prodded them to that moment.

I too missed my college graduation ceremony.

Actually, I missed Senior Week, 10 days of drinking beer and saying goodbye to people I wasn’t sure I’d ever see again.

Here’s the story.

I was a senior at Marquette University, a Jesuit Catholic school. I needed a job after graduation in my selected profession, which was journalism. I identified 50 small- to mid-sized newspapers around the country and made my case for why they needed me on their staff whilst surrounded by dirt and dust on a cold weekend in January. A radio blared the Super Bowl while my frigid fingers typed cover letter after cover letter. That piece of equipment was my future livelihood so I lugged it to the foundry where I worked as a Burns security guard.  

I have no idea who would want to break into a dank, dark, dilapidated plant with no heat and no people, but, hey, it was currency for PBR six-packs and bowls of Milwaukee’s famous Real Chili. In between hourly rounds, I typed. In the weeks to come, my mailbox filled with rejections – 48 of them. My career was ending before it started.

Then I received an invitation from the Baraboo, Wis., newspaper. I was to take a writing test. I drove the two plus hours to Baraboo, strangled by a brown as bark striped necktie, and sat in a room with fellow aspiring journalists. The writing prompt was simple: a small plane crashed on a playground of a school.

Needless to say, I wasn’t the best writer in the room. I was not offered a job and began wondering if Dad was right -- journalism was a dead-end, second-rate profession. It was now early March, and my Senior Week was going to be about the joys of others.

And then one morning the phone rang.

Sight unseen and with no writing test, I was offered a reporter position at the Hibbing Daily Tribune in Minnesota for $9,500 a year. I was elated. My dream had come true. A Pulitzer Prize awaited me. But there was a catch. I needed to start on the very next Monday, two months before I was to proudly walk across the stage. The conundrum was real. I talked to my professors and reached an agreement with all but one. I could finish my work, papers, projects and tests, including the final exam, early in order to follow my dream. The one holdout was a philosophy professor who also donned a white collar. Father I-Play-by-the-Rules-No-Matter-What threatened failure if I wasn’t in my seat through Thursday, April 16 as well as on the scheduled day and time in early May to take the final exam.

I called Al Zdon, the managing editor of the newspaper, and pleaded my case. He graciously allowed me to start on April 17. Good Friday.

What I didn’t know was that new hires were not allowed time off in the first full year of employment. That included no paid sick leave. But Al was kind. He offered a day to fly to Milwaukee to take my final exam with Father I-Play-by-the-Rules-No-Matter-What.

I’m not sure what I scored on that exam, but I remember giving Father a sneer as I handed him my blue book.

I never said goodbye to my friends and fellow classmates. It still rubs me raw.

To that end, I congratulate all 2020 graduates. I truly feel your pain. When the time comes, reunite with your besties, hoist a beverage and salute each other.

Like many things in life, curve balls happen. To all the graduates, no stairs or stage define the journey you walk. You did it. I applaud you.
 
Ring Out a Hoya!

Roderick

My Meeting with Mr. Mantle

Mr. Mantle, can I ... um ... have your autograph?

I was three weeks shy of my 9th birthday, and our family trekked the 3 ½ hours in our Town & Country wagon to Minneapolis. We were staying at the Radisson Hotel, where we always stayed on those rare visits to the "Big City." As we were checking in, the bell hop mentioned that the New York Yankees would be arriving soon after playing the Minnesota Twins at the old Met Stadium. I begged my dad to let me hang back for an autograph or two.

As the team shuffled into the lobby, I shyly approached a man in a suit and tie. I asked if he was a Yankee and if I could have his autograph. Third baseman Bobby Cox obliged. I did the same for the next man, Frank Crosetti. This time, I got a different result. Not only did he sign the hotel letterhead paper, but he said, “That’s Micky Mantle.” Aptly nicknamed "The Crow," Crosetti's arm lifted like a bird ready to take flight as he pointed to Mantle.

“You will want his autograph,” said The Crow.

I was shaking as I approached America’s iconic baseball player. Tongue tied in knots, I handed him my paper and pencil. He looked down, signed the sheet and was gone.

This was better than Christmas morning. My heart was pounding as my wobbly legs made their way to the elevators. When I got there, I looked up and saw Mr. Mantle. My shit-eating grin turned to shock and fear. I took off for the stairs and raced up to the third floor where I pushed the button to continue upward. The elevator doors opened. And there he was again. This time, alone.

I operated in panic mode as I stepped aboard and pushed the button. Up we went, together. A little boy and a whole lot of greatness. I sprinted out of there as if I was on fire. Mr. Mantle continued upward.

April is baseball month. But, right now, no one is sauntering on the field. No one is striking out on the Twins, giving me legit reasons to be grumpy around the house. No texts from my White Sox friends poking fun at the Cubs.

The good news: Baseball will come back. Like the sport itself, with 162 games a season, we have to play the long game. We have to believe. Like the little boy I once was who saw the chance in a lifetime.

Cheers,

Roderick

PS. The remaining autographs were obtained at breakfast the next day.

Manufacturers, Your Story Is Your Best Competitive Advantage

Your story is the best competitive advantage you have because no one, NO ONE in the entire world has your story. They never will.

Here are 14 story strategies specifically written for you during this time of immense disruption with examples from global manufacturing brands. You do not have to be a billion-dollar brand to be relevant. Every company, no matter the size, has an important story to honor.

Lastly, know this: You -- the manufacturer, noble maker and idea innovator -- will triumph. Your story endures.

|1| A story of stability. People want to know your company is stable. Gather the evidence: the number of new orders you have, new project overviews, number of runs, how you have ramped up and the speed of deliveries. Then share this information with your customers, in media pitches and with your entire team. If you are experiencing supply chain disruptions with parts arriving late or new suppliers coming on board, be transparent. Communicate delays to customers while communicating your continuity plan. Example: Koch Industries put out a story on how Georgia Pacific is meeting rising demand for toilet paper.

|2| Your team. Over-communicate. Fear comes from not knowing. Hold debriefs with direct reports about remote working challenges and successes. Some people in manufacturing like operations, might be more taxed at this time than others. Upskill those who may have more downtime. People care how you are treating your team too so share updates on how you are keeping your team safe -- physically and emotionally.

|3| Take yourself out of the equation. Truly, this is the most important story strategy of all. If you insert yourself first, you will lose sight of the hero: your customer. Take yourself out of the equation by talking to customers and asking how you can support them. Make sure people on the frontlines of sales share customer conversations across the company so people learn from one another. House a repository of that information accessible by all. Now is the time to tear down silos. Example: General Motors published a landing page on how they are handling COVID-19 with specific links to how it is impacting four key audiences: customers, employees, visitors and communities. One small detail that is really helpful: GM specifies when the information was last updated.

|4| Your leadership story. Classic basketball advice: don't hesitate. Industrialists today must be thoughtful, but not wait. Your customers, team, board of directors, investors, supply chain partners and strategic partners are waiting to hear from your top leader. Map out your plan to find a way through. Example: Caterpillar did an excellent job of explaining the measures they are taking to protect employees. Caterpillar's statement is written the way real people talk — in a conversational tone (not complicated legal jargon).

|5| Workforce/pay reductions. Every day brings a new set of circumstances. Communicate what sacrifices are being made at the executive level before any are demanded or disclosed from those working in the factory or office.

|6| Think beyond the standard conference calls with remote workers. The novelty of suddenly working from home wears off quickly. Remote workers may feel out of the loop compared to those working at the plant every day. Great communications is part of culture. If you hosted happy hours on Fridays before, consider bringing them back virtually. At K+L, we're being invited to virtual "coffee" chats and "happy hours" (It's kind of fun to hop on a video call while throwing back a glass of Ruffino Chianti.)

|7| Inspire confidence with your vision story. Your vision is the world you hope to create, but which is not yet formed. Your vision story might be changing now and that's understandable. What is the world you see? Share your vision story. Write a blog on this, put it on your website, include it in a handwritten note to customers, put it on the bottom of your emails. This is where hope for a better tomorrow lives.

|8| Focus on the customer experience. Ask your customers what they need, where they are struggling most and how you can support them. They are the hero of your story. Thinking about their success is one of the best ways to create great content. If one customer is asking the question, most likely many are. Write a blog addressing top customer questions, film a video or podcast, or conduct a webinar/growth call/town hall. Example: PMMI, Packaging Machinery Manufacturing Institute, just launched a Virtual Town Hall Series, inviting people to explore critical topics. You don't have to be a large company to communicate well.

|9| Reach out to the media as a subject matter expert. Manufacturers have a rare opportunity to take center stage. Media are looking for stories about business's response in this time of great change. Brainstorm with your staff on influential media in your industry. Write down two or three innovative ways you are adapting, then call or email editors and show hosts. Radio and TV are fair game. Look on news websites for the executive producer.

|10| Manufacturers are oftentimes family-owned businesses. As such, you have a remarkable opportunity to share your founder's story. What led to your endurance -- grit, courage and foresight to persevere -- will see you through this time. Don't hesitate to share your original "why" and how it ties to your purpose.

|11| Communicating new safety practices in tandem with ongoing measures. Communicate safety measures around COVID-19 while also pointing out the safety measure you've always practiced (i.e. FDA, SQF, OSHA, ISO, etc.). Align safety with your company values. Example: Global welding manufacturer Lincoln Electric leads with safety on their COVID-19 landing page. They talk about their role in critical supply chains and how they are moving business forward while keeping "employees, partners and communities" safe.

|12| Reassure prospects. Let prospects know you are there to support them! They may postpone buying decisions now, but if you stand by them through this crisis, they will remember you and trust you when it comes time to sign that purchase order. Even more importantly, they will remember the feelings you inspired in them: courage and compassion.

|13| Partner with your supply chain. A National Association of Manufacturing: survey indicates 35.5% of manufacturers are experiencing supply chain disruptions because of COVID-19 (this number rises to 75% for US companies, according to the Institute of Supply Management). Now is the time to stand together. Consider drafting an FAQ about any changes in distribution, logistics, inventory and delivery to inform everyone in your factory. Bring a larger solution to customers by hosting a webinar or virtual town hall with key supply chain partners. Collect insight and deliver greater business value to customers and prospects by showing your value chain strength.

|14| Celebrate your story. We wrote the following in chalk on our front sidewalk: "We stand together even when we stand apart." In this time of social distancing, we need to celebrate little triumphs: how we got an order out on time, how we made a customer smile, how we encouraged a colleague. These become the little victories that define us and our story for the long haul. Share them with your team. Post them on social media. Recognize them on the team call (or, better yet, over a Friday happy hour celebration that you finished the week strong!).

With tremendous gratitude,

Roderick and Michele Kelly

K+L Storytellers is the official storytelling agency of the Valley Industrial Association. Cultivate relationships and inspire trust with your story. K+L's Content-On-Demand connects you with a top notch writing team ready to write or review your content while Content Hubs offer ongoing content strategy and brand support. Let's talk about your story: (630) 697-2652 or email Roderick Kelly at roderick@klstorytellers.com.

How Not to Kill Your Husband When You're Both Working From Home

"Where's my water bottle?"

"I washed it."

"Why did you wash it?"

"Listen, babe, if it's on the counter. I'm washing it."

"I MEASURE how much water I drink." (An orchestra of ceramic, metal and glass jockey for new positions in the drain board.) "Now I have to start all over. Just don't touch my water bottle."

This is one of many true stories from working remotely with my husband and business partner Roderick Kelly. It happened this week. Of course, I'm sure tripping over my running shoes in the hallway is complete and utter delight for him. 

All in a day's work. Literally.

Listen, it isn't all bad. Actually, it's GREAT. Now that more couples are working from home, we wanted to share some light-hearted advice on surviving the new 9-to-5 regime.

1. Own your traffic patterns. Our house is from 1923. Narrow hallways connect the main rooms on the first floor. Pick your path to the kitchen and own it. There's nothing worse then intersecting with someone while mid-conversation on a conference call.

2. Do shout from room to room. This is a prime perk of sharing the workday with your love interest. If I have a question for Roderick and I'm on the third floor (finished attic, otherwise known as my office), I just shout it out (not to be confused with the spot remover). You get an immediate answer or, even better, they might trudge up the stairs to meet in-person if a question proved baffling and open-ended.

3. Assign one person to wine duty. You know how marriage works. One of you typically beats a dead horse and one of you just doesn't ever care. I can take any assignment or conversation and overanalyze and overwork it for hours. Roderick is not of this ilk. He reminds me that I need to "shut things down." 

4. Do not respect each other's space. Roderick's papers and laptop carpet our living room. Fine during working hours, but after that, be brave enough to scoop it all up and throw it in a corner. You're not your partner's mother. Skip the lecture and just move the stuff. If you're having guests, go directly to the closet and throw it in there.

5. Call dibs on the leash -- in nice weather only. In cold, rainy, snowy weather, calculate the farthest distance to your dog's leash and remain in those coordinates. In great weather, hide the leash in your Coach bag. Act like a hero when you take your dog for a walk and enjoy nature. Breaks like these are cathartic, but only when the weather cooperates. (Walking together is nice only when he hasn't previously washed your water bottle. See opening scene.)

There's probably more, but I've got no meetings to attend and a run in the sun planned so I've got to go. Good luck working remotely with your spouse. And, remember, they are the only person in the world you can say "I love you" to during working hours and not be sent to HR. Throw it in the convo once in a while. Then grab the last coconut yogurt in the fridge and go for a run.

My husband and business partner Roderick Kelly is writing a blog from his perspective. We are not reviewing each other’s blog until after they are posted.

How Not to Kill Your Wife When You’re Both Working From Home

It’s a few weeks of quarantine where you and your wife will be working from home. Together. Side by side perhaps. Annoying the hell out of each other. Or avoiding each other. Regardless, think of this as a time from which you will tell stories for years to come.

My wife and business partner Michele Kelly is writing a blog from her perspective. We are not reviewing each other’s blog until after they are posted. Wish me luck.

I’ve got five tips that will help my male counterparts get through this unchartered territory. You can put all sharp objects away by following these simple tips.

1)    Pick up the damn phone. When I get a call from “Sunshine” who is on a different floor or a few rooms away, I’ve learned not to ignore it, regardless of my task at hand. Otherwise, I hear: “Pick up the phone, I have a question.” No need to get into a gambaria (sic) over this, just pick up the phone on the first ring and you get the bonus of simultaneously listening to the same conversation with a two second delay.

2)    What are you doing here? This question arises when my wife wants to work in the same space I’ve claimed as my “office.” If this happens you will need to adjust your focus, perhaps use earbuds, to drown out her work conversations. Also avoid eye contact as you may see mannerisms and movements you never knew about your spouse.

3)    Why aren’t you working? This question connotes that I’m sloughing off, when in fact I may be using the time to think through a problem. Of course, if she’s right, I give myself permission to just walk out of the room.

4)    Fill in the blank. “Please keep the __________ quiet. I’m going to be on an important call in 1 minute.” _____________ = dog, kids, doorbell, background noises, etc. This is where you react as if the house is on fire -- grab the kids and dog, cajole, carry and push them into the car and drive around town until the coast is clear. Don’t forget your shoes or wallet. It might cost you ice cream cones. (Pajama pants are acceptable these days).

5)    Red or white? This is the end of the day question to bring normalcy back into your life. Afterall, isn’t this how you imagined it would be working from home? It’s either red or white. Easy peasy.

Now, get back to work, unless you are engaged in Tip 3 or 5.

I love you Babe! Red or white?

Your Brand Story: 10 Events That Trigger a Review

Change begets more change and oftentimes people in the middle (aka your team) are caught in no-man’s land wondering what is the new company story. Here are 10 events that trigger it’s time to review and rewrite your brand story.

1)        You’re targeting new industries or audiences

Companies in growth mode often look to new industries or vertical markets to target. Having a solution for customer needs in those markets is important, but equally important is how a company communicates its brand story to break through the messaging din with a content mission that aligns with growth strategy and business imperatives. Complete Merchant Services (CMS) moved from Payment-as-a-Solution platform for the health care industry to the direct sales companies and then to franchisees.

2)    Your business changes focus

Perhaps you’ve hired or acquired a team that fills a critical void. Maybe it even creates an additional profit center. With expanded offerings, your DNA changes. Sometimes this means a name change or sometimes it just means a fresh look at the solutions you’re bringing to the table. Case in point: Before the totally retro Chicago-based Build This entered the scene in 2018, it was strictly a web design firm. Then it adopted app development and, out of its trendy offices in the Chicago Board of Trade building, changed its focus – and its brand story. A fresh new website with technology imagery, an expanded offering including one-day websites, and a “We’re More Than An Agency” headline on the company’s about page was a successful brand story rewrite.

3)    Merger or acquisition

This is a biggie. We have witnessed first-hand the impact a merger has on a company’s brand. It’s understandable that company executives focus on the financial and tax implications when entering an M&A. However, a common brand story has to be developed and then introduced to clients, prospects and, most importantly, the people who work there. Reston, Va.-based Hinge Marketing offers a downloadable rebranding kit. In addition to a new name and look, changes also occur in business practices and employee training.

4)    Your business model changes to bring a fuller solution through strategic partnerships

Sometimes, it makes sense to form strategic partnerships to offer clients fuller solutions. Chicago-based Fortress Consulting, for example, pulls in marketing and creative experts as needed to show a more complete story. (Check out the new “life after pro football” branding project they did for Matt Forte. Cool stuff!). As your solution expands, so does your brand story.

5)    The customer journey changes (does life ever stand still?)

How does your customer see you? How do you view your company and what it does? Is how your customer buys products or services in your market changing? Customer journeys shift and companies that can stay ahead of the wave will thrive. The ones that don’t rewrite their brand story – Blockbuster, Sears, Montgomery Ward, American Motors Corp. – often find themselves out of business or a target for an acquisition.

6)    You choose to break away from companies in your industry and how business has “always been” done

Let’s say your industry is one based on price. It’s transactional, your product a commodity. But you don’t want to do business that way. You choose to step apart from the pack. We call this your unfair advantage, also known as your differentiator. When your company understands its unfair advantage, your story will set you apart from everyone else in your industry. It often is not what you think. Silver Spoon Desserts, for example, has an unfair advantage of employing single moms from Chicago’s distressed neighborhoods. Why? Because owner Tamara Turner was a single mom, and she understands women in that situation don’t need a handout, they need a paycheck. When customers hear her story, they become believers. What’s your unfair advantage?

7)    The last time you reviewed your brand story was when “Frozen” was the highest-grossing film of the year.

That was 2013. Six years is a long time in business. Technologies change. The customer journey changes. Global markets change. How has your company changed? How has your brand story reflected that change? Is it frozen in time?

8)    Digital transformation

This is the business buzz phrase, which really means the Internet of Things (IoT). From cloud-based computing to shopping online to software as a service (SasS). Digital transformation is designed to improve the customer experience, but it’s more than technology. Great piece in Harvard Business Review that talks about what needs to be done internally prior to and during implementation of digital platforms.

9)    The dynamics of the industry have changed

Industry change is often a result of several of the points made above – digital transformation, the fluid customer-buying journey, new technologies, etc. Again, staying in front of the wave, through professional development, attending seminars, reading forward-thinking publications and listening to industry podcasts can help you stay aligned with industry trends. Ask: how is your brand story adapting to the shifting sands?

10)  Your company’s vision goggles need replacement

If our vision in life stayed the same, there would be a lot more professional football players, fire personnel and professional singers in the world. These were my children’s visions when they were really little. Guess what? None of them are going into these fields. When a company’s vision – that altruistic destination that is not yet, but oh so desirable – changes, the brand story changes too. Because it’s not just about internal stakeholders. Your customers and other champions need to be part of your vision too.

The Book Autograph Session That Didn’t Happen

I had gone to Literary Fest on Chicago’s Printer’s Row before, but this time I was actually going to sign autographs for Today’s Inspired Leader! And my boys were coming. And I even chose an author-y style hat to wear, plus my Italian wedges and an Army green, Eddie Bauer skirt I hadn’t worn in 20 years (a nod to my optimism about what’s in my closet).

One of a dozen authors, my chapter is called “Share One Beautifully Tragic Story Every Day.” The words you are reading are proof I take my own advice. Because this story is both beautiful and tragic.

The Kelly tribe hopped in the car and off we went a few Saturdays ago to a crowd of people who loved books as much as we did. Our traditional Dunkin’ stop for hash browns and donuts. Check. We were feelin’ the love. I had my autograph line down. (That’s what authors do — they come up with a cute line and then sign their name — not that I would know after what happened when we got there.)

Here, the story throws a zinger at the storyteller. There’s this thing we all do every day. It’s called filling in the story gap. You probably did it already today. Maybe dozens of times. You see something, you hear something and you don’t know the entire story so your mind fills in the missing pieces.

Like I filled in the story gap for my autograph session. I assumed the publisher would bring the books. Not so. I was supposed to bring my box (God bless Fig Factor Media - they had sent an email I didn’t fully read fully explaining this).

I even found the tent I was supposed to be at which, if you know me, was a major feat. (I once drove to Elmhurst and ended up in Englewood. Ooops.)

I was a writer with an autograph line and no books to scrawl it on. My son Patrick rode side saddle to my dumbfoundedness (you know you’ve reached this state when you are repeating the words someone else is saying with a glazed look of disbelief on your face and excitement comes tumbling down inside you like a carefully stacked tower of laundry on the ironing board and the satiny PJs on the bottom makes everything jump ship). Yeah, that was me.

No cute autograph line? Wait. I had a book in the car! I hurriedly dug out my cell phone in my Coach purse (lucky me, I have a sister-in-law who was downsizing in the purse department; authors must have Coach), and I called my husband and business partner and said, “Grab the book from the car. I can sign at least one book today.”

Crickets.

Then I knew what was coming and my five-year-old self said, “You’ve got to be flippin’ kidding me.”

More crickets.

“You took the book out of the car yesterday? How could you do that?”

Even the crickets left the conversation.

“We’ve had gym shoes in there since 2007. There’s a Borders gift card in the glove compartment.”

It was over.

I pressed my finger through the phone and thought for a moment, which is something Italians don’t often do in the face of unforeseen circumstances.

They say things happen for a reason. I’m a card-carrying believer.

Me to Self: I have my sons. My husband. My hat. I’m going to take a fake autograph shot because this may never happen again and then I’m going to enjoy Lit Fest with the men in my life.

And that’s exactly what happened.

And it was awesome! You learn a lot about a person by the books they choose. Patrick is hungry to understand why our country was divided in the Civil War so he bought several on the subject. Maybe it will help him, a natural peacemaker, understand the division we see today and how to close the gap. Stephen King novels captivated Peter who vowed to get a few from the library. A jazz pianist who plays hours at a time by ear, I loved seeing this young man be delighted by creative fiction.

As for the autograph session that didn’t happen, I’m good with it. The notes and texts I write to my children are good enough for me.

For the record, though, next year, I’m putting the books next to my Italian heels by the door. And my Audrey Hepburn sunglasses. Because, of course, that’s what authors wear.

At least that’s the story gap I’ve filled in.

 Michele Kelly is founder and CEO of K+L Storytellers.

A One Paragraph Essay On Story

Stories allow the human race to fold inward. We find a sanctuary, a common ground to care and give and love. Someone on the other side of the world —  a person you may never meet or ever know — hears your story, suddenly understanding exactly where you stand and what you stand for. Hope for all. Work is a happier place when people share stories. Sometimes we see a story in the way a person sighs or the tightness of their eyes. What does it take to reassure someone their story will have a happy ending? Our hearts and intellect are entwined. We learn from each other’s stories. Culture thrives in story-driven organizations and reminds people of their important contributions to a greater good. Story builds relationships and relationships are the basis for everything. Together, things get done. Good ideas get launched. Great companies are built. Problems get solved. Customers, investors, donors, colleagues, referral drivers, your own teammates all hope their story is heard. Voices in the dark help no one. When we share stories, the possibilities for creating new ideas rush forth like a sea of blue — endless and fervent and delightfully imperfect. We become believers in other people when we understand the story of a tiny start-up or a great big global enterprise or the old man up the street. Our story makes us us. What does story mean to you?

The Beats Behind Your Breathtaking Stories

A story without beats is the fastest way to make people fall asleep. (That was not meant to rhyme. Just putting it out there.) In fiction books or movie scripts, writers define a beat as the smallest unit of a story — something that happens that causes a reaction.

If the Titanic had been merely a fabulous ship reaching port in one piece, there would have been no story.

As corporate storytellers, we look at marketing as having beats too. A beat is an interaction — something that happens that causes a reaction. Your hero headline on the homepage creates desire. The visitor clicks on the call-to-action to learn more. There’s a beat. The average movie has about 40 beats. The average homepage? Anybody’s guess. BUT, strive to have beats throughout.

Here’s the big WOW: a great brand story is one long string of beats — one interaction that leads to the next one.

Less beats slows the action. More beats can keep you on the edge of your seat. Now switch the perspective to your story. Thinking in terms of beats, instead of mere content, changes everything. Website content becomes a path of engagement, sales decks become dialogue, and videos inspire action.

Our own lives have beats. Our own lives are one long scene built upon another, conversation that evokes action, surprises that lead to unexpected roads. Our own story does not magically appear. You went from point A to point B, maybe even to point Z (thank you, alphabet, for having 26 of you). It’s never easy. The path was littered with fear and angst. But it was worth it because it landed you here, wherever here is — from one interaction after another.

There are many stories behind a company. How you saved the day for a customer. Why your company does what it does. Your vision for an amazing world. Your founder story.

Showing your stories to the outside world should captivate people in the same way you feel entranced watching a great movie. Stories are one-part emotion and one-part authoritative. People buy on emotion and justify the purchase with underlying authority or facts. The beats in the story keep the emotion and the relationship moving forward.

Consider your story one of your biggest unfair advantages — one thing that others don’t have and cannot copy.

Let’s end with the words from one of the most famous film directors of all time: Frank Capra: “There are no rules in filmmaking. Only sins. And the cardinal sin is dullness.”

Now, take your brand story to breathtaking heights.

Bringing Storytelling to the Classroom

How do you get people to tell their stories? That was the first question a student asked as I showed the importance of #storytelling to two communications classes at Aurora University.

I pulled out our K+L Storytellers signature multi-colored beach ball, had the students stand up and I asked a single question. What is something about you that nobody here knows? I tossed the beach ball to the first student, who ducked allowing the ball to bounce off the unprepared student behind him. (That’s why we use a beach ball instead of a baseball.)

Speaking to a communications class at Aurora University about the importance of storytelling in business.

Around the room the beach ball flew to the next storyteller. One young student has lived on her own since she was 17. Another collected exotic animals, including an alligator. A third has traveled to more than 20 countries.

The final catcher of the beach ball was instructor Franklin Rivera, who led 44 men into battle upon his graduation from West Point and is also related to former Secretary of State Gen. Colin Powell.

In the second class, students were asked about their No. 1 obsession. The responses ranged from music to cars to sports to fluffy cats.

The exercise was fun, and it especially kept the 8 a.m. class awake. Asking questions leads to storytelling. And by continuing the line of questioning, we began to understand each person’s unique story.

K+L Storytellers takes a similar approach with middle market, culture-driven companies that want to better understand and project their stories, both internally to improve culture, and externally to increase brand awareness.

Like many college students, companies have short-term goals and long-term vision. Sharing stories with emotion and authority provides a trust with the audience, which is a foundation for increasing sales.

Spinning a few Dad jokes aside, what was some of the feedback of our classroom experience?

·         Ebony Scott, a junior marketing major, said marketing professionals “have a responsibility to depict clients in the way they want to be represented and how they would want their stories to be told.”

·        Senior Dirk Schoger.said, “Your lecture on storytelling was interesting and informative. The material and the stories you had to share with the class were very engaging, which is proof of the effectiveness of a good story.”

Nice to know our future storytellers are poised and ready to bring their stories to the world.