September, 2006
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September, 2006 |
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Ahhh... Fall and change is in the air. The nights are cooler, the leaves are changing and the kids are back at school. Changes are happening for the Visibility Coach as well. I've signed some wonderful new coaching clients, numerous new speaking engagements and construction on our new house is almost complete. The other big news is that I am gearing up for the release of my first book in a couple of weeks. Surprisingly, it has nothing to do with my business, but more to do with life, lessons and gratitude for all that I have. Fortunate to have secured a big national publishing deal, I lovingly refer to it as my "Sappy Dad" book. More specifics about the title and more in a week or two as I try to orchestrate a big, one-day Amazon.com buying blitz. On to other things. Alright, I admit it. My entire family was obsessed with American Idol this year. In fact, all five of us saw the Idol Tour concert as it made its way through Denver on Tuesday night. (My three year-old son, Spencer, has a big crush on Kelly Pickler.) During the show I couldn’t help but wonder, how many of the contestants were enjoying their fourteenth minute of fame, likely to be relegated to the answer to a future Millennium edition of Trivial Pursuit. Today’s feature article explores the question of "fame" as it pertains to your business. It is indeed a different time with different values. Regardless, fame equals visibility, but in what context? Read on and decide for yourself. Here’s to bringing the sweaters out of storage. -Dave |
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By David Avrin – The Visibility Coach
Not recognizing the genesis of her question, my inclination was to dismiss her inquiry with a simple response along the lines of: "Just get as many other people as possible to know who you are." Or, I could have launched into an in-depth explanation of how I help my clients differentiate themselves and generate news media coverage for their businesses. But instead, I paused, looked up from my magazine, fixated on the MTV Video Music Awards she was watching on television and realized that her perspective on "fame" was vastly different than those of my generation. In not-so-distant yesteryear, fame was achieved when significant accomplishment met public recognition. In the best of all worlds, those achievements were ones that others aspired to such as starring in a major motion picture, hitting a game-winning home run, or setting a world record. Admittedly, many also achieved notoriety by committing heinous deeds, or embarrassing acts in a far too public way.
Today, almost anyone can achieve a measure of "fame" by appearing on a reality show, Jerry Springer, or even by posting a video on YouTube.com. With the massive growth of 24-hour-a-day news media, including major network news, cable broadcasts, daily newspapers, countless trade publications and online, up-to-the-minute news content, the hunger for good "stories" is insatiable. So while many of my clients wish to be "famous" for their achievements, or perspective in their chosen profession, the question must be asked: What does it take to truly achieve fame and what does it look like when you get there? I spoke to a large audience of business owners recently and asked, by a show of hands, how many would like to be on the news tonight? As you might expect, most hands were raised high in the air. I went on to instruct the audience on what they needed to do. "First, you need to drive downtown, remove all your clothes, and hang from an overpass by a bungee cord. I guarantee," I said, "you’ll make the evening news." But to what end? Being "famous" is easy in this day and age, but the challenge is to be known in a way that is beneficial to your business and your reputation. Don’t you want to be famous for your expertise as the leader of your own category, by the people in your target market? Isn’t it ideal to be known for excellence, expertise and exclusivity? When the names of famous business leaders are mentioned, what thoughts come to mind? Well, I guess it depends on whose name is offered. More importantly, what thoughts are generated at the mention of your name? Proverbs 22 says that: "A good name is more desirable than great riches; to be esteemed is better than silver or gold." Why? Because people want to do business with people they like and trust. They want to work with people who are great at what they do and who are easy to work with. A good reputation is essential for long-term business success. In today’s business world, fame comes simply by achieving broad awareness of your business, irrespective of the context. But your reputation equals your brand. A good brand, well-publicized is the hallmark of true success. So do good work and good deeds. Treat your clients well. Solve their problems, provide for their needs and give them good value. Be famous for being the best at what you do, the way you do it, and only then will you have achieved fame that is truly sustainable. Let others have their mere 15 minutes. David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com |
 Speaking and Training
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Today, the lines between fame and infamy are blurred. The "heroes" of today are often athletes, musicians or movie stars who behave outrageously, disrespectfully, or even criminally. Consider Dennis Rodman, Paris Hilton, Heidi Fliess or Snoop Dog. It’s hard to argue their fame, but have they gained recognition for true accomplishment, or are they merely famous for their outrageous behavior?
