Tag Archives: Kids

STOP YELLING! The Kid Can’t Hear You.

30 Jun

Last week, I attended another one of my daughter’s swim meets.  I referenced the swim meet experience in a story last year. This time around, something struck me, or rather interrupted me. It was Moms and Dads screaming words of “encouragement” from the side of the pool

Hey parents….guess what. THEY CAN”T HEAR YOU!

They’re listening to their coaches, the kid next to them who farted, and oh by the way…

THEY’RE DIVING INTO A POOL AND GOING UNDERWATER!

They are swimming, focused, and determined. Thinking about the impending flip turn, or if their arms are in the right position.  I know you mean well, but rather than encouraging your kid, you’re making the rest of us crazy.  I won’t even get into how ridiculous you look cheering for a kid UNDERWATER!

Why do I mention this? It’s not because I think these parents are crazy, it’s because they are exactly like old school marketers.  Yelling about how great their products are through billboards, TV, radio, and worst of all print.

Nobody is listening…they’re busy.

Perhaps parents should be letting the coach’s coach, the swimmers swim, and try encouraging kids in those moments when they give you their attention…or as I like to call it: Permission.

Are you doing the same with your brand?  Are you yelling or engaging? There’s a difference.

Brave Max

15 Jun

This is the story of my sons attempt at playing hockey. Sometimes we fail at achieving what we’ve built up in our heads, sometimes it’s devastating.

A month ago, while the two of us were goofing off with hockey sticks in the garage, my son announced to me that he wanted to play hockey.  Skating only once in his life, he thought he’d be pretty good at it.  I did some homework and found a free introduction to skating class at the local rink and signed him up.

It was a month away; I thought Max might lose interest. He didn’t. Instead, there was quite the build up.  It was like anticipating a vacation.  Questions from the eight year-old kept coming:

  • What do I wear?
  • Do we get to wear the pads?
  • Can I be a goalie?
  • Do you wear hockey gloves or regular gloves?
  • Are there other kids?
  • Who’s teaching me?
  • Can I play out instead of being a goalie?
  • I’m like in training right?

Last week, we drove to the rink, still excited, he put his sweatshirt, helmet and gloves on in the car before we left.  We live in Texas, it was 100 degrees, and he didn’t care. He wanted to be a hockey player.

We checked in, I laced up the skates; he waited and continued to tell me how excited he was to get started.  Everything was fine…until he stepped on the ice.

I was sitting behind the glass; waiting to watch my smiling son take what we both thought would be his first strides into the world of hockey.  He stumbled out there, lined up with 2 other kids, and then started to “skate”. Following the teachers instructions, he learned how to fall, turn, and push off.  I could only see the back of his head.  Tiny little guy out there next to a kid who was younger but a foot taller.  I watched Max drag his body to the blue line and then turn back to the boards.  When he got there, he looked up at me. All I saw was fear.  He was stunned.  This wasn’t easy. He didn’t know what he was doing.  He had already fallen three times.  My heart sank.

For the next 30 minutes, I watched his little body get pummeled by the frozen ice.  He fell on his ass, no joke… about 15 times, then his knees, hands, and a couple of times on his hips.  It was like watching your kid get beat up.  Towards the end, he couldn’t even stand on the skates.

He came off the ice and reached for my hand, we walked over to the bench, and I started unlacing his skates. He wouldn’t look at me. His eyes went left, right, up, and down, it was all he could do to not make eye contact.  I guess he felt like he had let me down, or he was embarrassed about not being any good.  I asked how it went, and all I got was a muttered “good”.

I don’t know that I’ve ever felt that bad for someone.  It was killing me.  I thought I was going to cry, certainly choked up a little.  Thirty minutes ago, he was confident, proud, determined, ready, and above all…happy. Now he was crushed.  It was awful.

We walked out to the car; I prepped my speech about how it was ok if he didn’t want to go back. I thought about how important it was for him to know that I didn’t care if he played hockey again, and that I was proud of him for trying.

We got to the car, I opened his door.  He pulled his sore little legs into the back seat.  Slid his sweatshirt off, and then turned his head to me and said this.

“Dad?”

“Yes Max?”

“Even though I fell down a lot, I think I’m gonna try again.”

That’s when I lost it.  I honestly cried the entire ride home.  That’s my brave son back there.  Quiet, sore, thinking about what he just went through and what would come of it. When we got to the house, he went to his room.  Moments later, I found him crying in his bed.  He let me know his short-lived hockey career was over.  He didn’t want to skate again.

Sometimes the hardest thing to do is try after you’ve failed.  It’s one thing to say you will, certainly another to actually do it.

The Dog

8 Jun

I am not a cat person, or a dog person.  I suppose I’m a “kid person”. I have two.  That is until now. This weekend, we adopted a dog. She’s two, calm, sweet, and for the most part, compliant; but make no mistake, our hands are full.  It’s been less than a week and, I’ve learned a couple of things already.

  • We can’t make her do things she doesn’t want to do herself.  We’ll need to make an effort to explain what we expect, and she’ll do the same I suppose.  It’s going to take hours and a lot of consistent effort.
  • She’s still not convinced we mean well.  She wants to believe that things are going to work out, but she’s pensive, always watching to see if we are as genuine as we claim to be.
  • There are basic needs that have to be met. If we fail on these, it’s over.
  • She’s clearly a financial investment. Taking care of her will cost money. Most expensive thus far are the things that make her feel like our home is her home.

Perhaps the “she” in this story could easily be the “she” that listens to your radio station, shops your store, or buys your product.  We think its good enough to unlock the door, turn on the music, or make the widget. It’s usually not.

Got a dog? Pet? How about a kid? Look at them, how did you build that relationship, how long did it take?  Was it worth it to get to where you are now?

That’s what I thought.

What Did You Say? Do Your Customers “Get” You?

11 May

I was having breakfast last week with the family, and the topic of conversation turned to Osama Bin Laden.  My wife and I thought we’d prep the kids for what could be discussed at school that day.  Max thought he knew what went down:

“You ever hear of those Clear Bombs?”

“Clear Bombs?” I asked.

“Yeah dad, they’re new.”

For a moment, I really had no idea what he was talking about. He went on to tell me how his friend told him about these new “Clear Bombs” and how bad they were and if we wanted to get rid of bad guys, this was the way to go.  He was pretty sure that’s what must have happened in Pakistan.

“Max” I said, “Do you mean Nuclear Bombs?”

“Yeah dad, the new Clear Bombs.”

A pretty heavy conversation continued about the events of 9/11 and our justification (or not) in doing what we did, but I was also left with a far more frivolous thought about how we communicate with one another.

Max is a kid, I get it, but it got me thinking about that old game called “telephone”.  You whisper something into one person’s ear, they pass it on to the next, and by the time you get to the last person, the message has changed.

If you’re in charge of your brand’s messaging, how many people does it have to pass through before it hits your target?  Have you eliminated the potential for people to misunderstand what you’re trying to communicate? 

The message starts with you, then it’s your employees, then it’s the sneezers (folks who evangelize who you are), and so on. There are more links in the chain than you realize.

Two things you should do right now:

  1. Make sure EVERYBODY on your team is clear on what and who you are.
  2. Start engaging directly with the customer, 1:1, it’s never been easier (and much better than mass marketing).

I’d hate for customers to decide they don’t need or like you because of something you’re not.

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