Dr. Tim Elmore (President, Growing Leaders) recognized that opportunity.  A published author with 25 books, speaking engagements in prestigious universities and organizations across the country, and a large following of those dedicated to student leadership, Dr. Elmore had two requirements: 1) Publish a new book with a time-sensitive message in 6 months. 2) Retain ownership of his intellectual property – in this case, the book copy, the graphics, the charts and the message as a whole.  For Tim, the ability to get an urgent message to his audience in a short time was paramount. And owning IP would allow him to alter that content as necessary to provide additional resources in multiple formats, to quickly respond to reader feedback.

When we began working with Tim in February, it was obvious that traditional publishing would not meet his needs. It was time to charter a new course. We set to work forming a dream team – publicists, marketers, creatives, techies. With this team, we:

• defined the brand
• reviewed the content and selected delivery networks
• refined the message – graphics, editorial, titling, video promo (above)
• identified and located the audience groups
• developed the distribution and marketing plan
• built an action-oriented resource site
• leveraged existing followers and networks
• and released the book – from concept to release – in 6 months. Unheard of by traditional standards.

This week, Generation iY released and officially marked a milestone.  The sprint to release this book is done. The evolution of delivering content in a new world – with new rules – has just begun.

Who else do you know that has recognized the opportunity to write their own rules?

There’s only one thing worse than a bad plan….a good plan with bad implementation.

I’m a planner. I value not only the plan, but the process of defining strategy and setting expectations. Unfortunately, too many good plans get a bad rap. No matter how good the plan is, without adequate support – time, priority and financial – it will fail. If you’re able to sweep the failure aside and move on, good for you, but in most cases the consequences of losing extend well beyond the obvious failure, including:

1. Risk Aversion – For every failed plan, you’re less likely to take the risk necessary to achieve success in the future.

2. Misdirected Blame – Once a plan fails, we’re most likely to blame the plan, not the execution. I’ve sat with many clients who say, “We tried that. It didn’t work.” Many times I’m certain that it wasn’t the idea that was wrong. But most of these good plans will never get another chance.

3. Loser Syndrome – Teams or individuals that lose start to experience a loser mentality. In my first years in marketing, I was part of a brilliant team. Strangely, this team of successful people was collectively a failure. Looking back, I realize that the team had experienced too many losses to ever win. We had loser syndrome.

Unfortunately, these consequences follow losses in all areas of life…from major boardroom initiatives to the simple parenting strategies that lack follow through.

Don’t give up on planning and trying new things. But before implementing the next plan, evaluate the investment you’re prepared to make. When a plan isn’t successful but you know you gave it all you’ve got, there’s much to be learned. When it fails due to poor execution, there is much more to be lost than you may realize.

Have you experienced any of these (or other) consequences of a failed plan?

During a make-up break (for Maurilio) at our photo shoot

Just when we thought it couldn’t get any better…

There’s nothing like the reward…and work…of launching new initiatives. Two years ago Maurilio and I had the privilege of launching a literary agency. Our relationships with publishers, mega-church pastors, ministry leaders and authors made it a natural fit. Combine that with our marketing and technology expertise, and we were able to offer what few agents could – investment in the full publishing process, from pitch to retail.

Just when we thought it couldn’t get any better, it did.

Earlier this year, I met Tami Heim. What started as casual introduction soon developed into dreaming about possibilities. The changing world of publishing offered an opportunity to do what we at The A Group do best – adapt, implement and fill the gap. From content delivery to social media strategy, today’s ministry and author brands find a complex landscape with fragmented expertise. Combining Tami’s 360 degree view of retail and publishing with our experience in book marketing and technology brought a comprehensive option to manage and grow brands.

Today we are officially announcing the launch of our Brand Development division at The A Group. Approaching content delivery from the perspective of long-term brand development, we can guide authors to the unique opportunities in today’s publishing environment.

One look at Tami’s resume and you’ll note her extensive experience, from Chief Publishing Officer at Thomas Nelson to President of Borders Books. But even more impressive might be her heart. I recently explained it this way, “I can’t tell you the last time I met someone who truly approaches every situation desiring a win for all involved.” I’m blessed to call her mentor, friend, and now…officially…partner.

What opportunities have you found in an environment of change?

In the past, I’ve had vacations that seem like an escape from life. These were usually followed by a pit in my stomach as I DREADED going back to work. What a difference to have a fulfilling, God-ordained purpose. Since the early days of The A Group, I’ve always known that only God could orchestrate such a strange and wonderful path to start an endeavor that partners with His ministry around the world.

I told someone yesterday that I have the best job in the world. I get to see first hand the way he is working through ministries and ministers who also love what they are called to do and are so devoted to a specific cause. Just to mention a few:

LIFEHOUSE – I spent this past weekend with my friend Becky Turner of LifeHouse of Houston. Becky and her committed team of board members, staff and volunteers literally pour their lives into providing a safe place for pregnant teen girls who choose (often against the advice of everyone in their lives) to give their babies life.

DAVID RING MINISTRIES – For the past couple years, I’ve watched David Ring expand his ministry.  In fact, we have the privilege of helping to launch his new ministry to high school students. After 30 years of ministry, he has such a heart to reach the lost and rather than being satisfied by status quo, he continues to pursue new opportunities.

WOMEN OF FAITH – Mary Graham and her team at Women of Faith are another example of those who are passionate about their calling. As I met Mary and Amy Chandy last fall, it was clear that their deep commitment – which includes long hours and an incredible travel schedule – is driven by a true desire to see women led into a deeper walk with Christ.

FWBIM – I have a great respect for Mark McPeak and his team at Free Will Baptist International Missions. With the daunting task of managing hundreds of missionaries around the world, the FWBIM group never settles for second best. Rather than just getting the job done, they’re committed to strategic thinking and planning which sets them apart and equips the organization for long-term excellence.

Today, my vacation is over and my tan is rapidly fading, but I have a new appreciation for the opportunity to partner with those who are so committed to a calling. I thank God that we each have a specific part to play, and that I can spend my days pursuing my passion and not just a paycheck.

With Mother’s Day this weekend, it sometimes feels like red carpet award season for moms. Everyone relives the greatest moments of the year and nominates their favorite in the category “World’s Greatest Mom.” This year I’d love to just place. Honorable mention would be fine. Really ANY mention would be fine.

About a year ago I decided to go back to work full-time which has made this year extremely rewarding, totally challenging and definitely exhausting. We’ve had a lot to learn about juggling schedules and making time to spend together as a family.

Along the way, we’ve had highs and lows. So to celebrate Mother’s Day, I thought I’d share some of the highlights -

* We decided to spend some great quality time together and took an 11-day (yes, that’s 11!) trip to Disney World. Ever heard the phrase “too much of a good thing?”

* There was the day I forgot pajama day at my 2-year-old’s day school. It wouldn’t be so bad (honestly, she couldn’t care less) except the teacher announced in front of all the other mommies at pick-up that poor Macy was the ONLY one who didn’t have her pajamas on. Yes, everyone, I am a total LOSER mom!

* One night I was getting extremely frustrated at my husband for taking SO long to put our 5-year-old to bed. After asking him to hurry several times, I finally yelled, “She HAS to go to bed.” He yelled back to me, “Would you give us a minute?? SHE’S ASKING HOW TO HAVE JESUS IN HER HEART!!!” Yep…just how we imagined that special moment for our daughter.

* I walked into the bathroom one day to see the 2-year-old scrubbing inside the toilet with her toothbrush. I was horrified and yelled “NO!” She took one look at me and quickly stuck it right back in her mouth.

* And just tonight I decided to save a bit of time and money and cut my daughter’s hair myself. She is now all business in the front, party in the back.

So we’ve made it through another year full of first days of kindergarten and potty training. I really treasure these mishaps as much as the perfect family moments. We love to laugh at ourselves which is how I know that we’ll make it through next year and the next.

Lord, thanks for trusting me with two precious lives. Please help me keep my sense of humor.

Anyone else care to share a parent “moment”?

This week I took a 12th anniversary trip to Phoenix, AZ with my husband, Joel. We left the girls with grandparents, met some close friends, and spent 3 days at a great resort and spa.

The second day of our trip we drove a couple hours to Sedona, a gorgeous city surrounded by the red rocks of the Coconino National Forest. We spent the afternoon on a 3-hour hike to a mesa with a 360-degree view of the city and surrounding mountains. (Side note: This type of physical activity on a spa vacation was definitely not my idea! In fact, Joel spent most of two days hiking, and hit the gym on the other days. I on the other hand, got my workout raising the little flag to call the pool attendant over so I could order a snack or drink.)

But back to Sedona…after our hike, we went to a lookout to view the famous Sedona Sunset. It really was amazing! We snapped the picture above just before the sun touched the top of the mountains. When the sun finally sank below the horizon, the crowd at the lookout spontaneously began to clap. I wondered what they were thinking….”hooray, God!”? Who were they clapping for?

After dinner we said goodbye to Sedona and began our drive back to Phoenix. On the ride home, it struck me that this day ranked right up there with the top experiences of my life. It also struck me that the day was about enjoying time with those I love and seeing one of God’s natural gifts. It wasn’t about things, awards or accomplishments. It was not tied in any way to the achievements that I spend the majority of my life striving for. In the middle of a global economic meltdown, I sat on a cliff and enjoyed the sunset.

This reminds me of another great life experience – spending a few months in the Dominican Republic living and working in an orphanage. One of my greatest memories of those days is attending the village church. I remember tears streaming down my face as I sat amongst the greatest poverty and need that I’ve experienced, while Christians around me praised God for his faithfulness. That was when I realized that my happiness should not be based on what I have or don’t have. How freeing to know that ANYTHING can be happening around me and I can still choose to be joyful!

I’m back home from Sedona and trying to reconcile the experiences of a great trip with the responsibilities of a busy life. Above all, I’ve got to keep the perspective that the happiness of my life is in no way tied to a paycheck or savings account. As a practical matter, I’ve cut back on the negative news that I listen to and read. We all know there are financial struggles around us – being reminded of them over and over again is useless.

The sun sets in Franklin, TN just as it does in Sedona. I just might make a point to see it this week.

I have always been a perfectionist. I vividly remember crying in my seat in third grade because a math problem was challenging to me. I wanted everything to come easily and I wanted an A+.

As I grew up, the struggle continued in different areas. As a newlywed, I tried so hard to make everyone think that we were the perfect couple – no arguing, no financial struggles, none of the common newlywed “issues.” The truth was that we fought more during our first year of newlywed “bliss” than we have at any other point in our marriage. And I remember heading to the scratch and dent grocery store with $25 to purchase two weeks of groceries.

As a new mom, I wanted nothing more than to show up at church with the smiling baby all fixed up, myself dressed to perfection and just smile and say “We’re doing great. She’s sleeping through the night already” when my amazed friends asked how I could have a newborn and be put so together.

Reality found me toting around baby weight with nothing in my closet that fit. And my perfect baby – well, she did sleep through the night early on, but that was the only thing that kept me sane since she cried every waking moment. I was crushed when I overheard someone at church say, “That is the grouchiest baby I’ve every met.”

A year ago I went back to work full-time. I am blessed to have a job I love. I am grateful to have an opportunity to work with so many amazing ministries and leaders. But again I find myself in a zone of perfectionism. I’d like to be super woman. I want everyone to be amazed that I have it all! But the truth is that every day is a struggle.

I often feel guilty that I’m not giving as much to my job as I did before I had kids. I often struggle to remain connected and spend quality time with my kids at the end of the day when I am exhausted. And there are many things that I don’t have time for anymore. I have had to resign from volunteer positions. I rarely have time to sit over a cup of coffee with a friend. And I have to dust my treadmill off before I use it once a month.

The last few years God continues to deal with me on the issue of pride. When I realize that the root of all my attempts at perfection is pride, it looks a little different. Rather than disguising it as an attempt to “give it my all” or “be the best I can be,” I now realize that this has nothing to do with others and everything to do with my selfish desires.

What a relief to know that I can let go of the super-woman syndrome. I was created to bring glory to God. My attempt at perfectionism is not an attempt to bring glory to God, but rather to bring glory to Shannon. In fact, it takes away my ability to rely on God and therefore stifles the ways He can use me. When I turn everything – the perfect, the imperfect and the grouchy baby – over to Him, He can be glorified.

In fact there are many things I would love to worry about – how to drop a few pounds, world peace, and finishing a well-intentioned baby scrapbook for my daughter who just turned five. But I often seem caught in this cycle of worrying about survival. Making sure my kids are fed dinner somehow makes it to the top of my priority list every night!

Earlier this week I had lunch with a new friend who is my age and admitted that she wasn’t sure she really wanted to have children. She loves her career and isn’t sure that she wants kids. I respect that decision as much as I respect all my great friends who work (so hard!) at home every single day.

The truth is – regardless of our choices on children and working, we all must make choices that reflect our priorities. When I put my computer down to play a board game with my daughter, it reflects my priorities. When I spent a little extra time putting finishing touches on a client project, it reflects my priorities. When I push aside the tax report pile on my desk to take a call from a friend in crisis, it reflects my priorities. And while I want to be everything to everybody, I can’t. There are days that simply meeting the survival needs of my family is a major accomplishment.

Don’t get me wrong – I love technology and am fascinated by the way social media continues to change the way we communicate. There are many opportunities to reach people with whom we might otherwise never come in contact.

But as long as I know where my priorities lie, I will never have to feel like a lesser human because my blog ranks lower than yours.

]]> http://www.shannonlitton.com/2008/10/priorities/feed/ 6 http://www.shannonlitton.com/2008/10/in-the-moment/ http://www.shannonlitton.com/2008/10/in-the-moment/#comments Mon, 27 Oct 2008 15:27:28 +0000 Shannon Litton http://www.shannonlitton.com/?p=23 I’ve often heard the advice that we should live “in the moment.” Great concept, in theory. Applying it is another matter.

This past weekend I was on a business trip. I left on Saturday morning to a disappointed 5-year-old saying “But mommy, Saturday is a NOBODY work day!” I finally got myself to the airport under a huge cloud of guilt, and 5 hours later, I landed in Connecticut. We spent 2 solid days completing a video shoot for an upcoming project. It went great and at the end of the last day, I was so ready to get on a plane and return to my family.

Exhausted, I climbed on a packed flight and found myself in the center seat, though it really didn’t matter. I had my sights fixed on Nashville. A man sat down next to me and I tried my best to smile politely and then bury my nose in the fascinating US Air magazine. The last thing I needed was a chatty plane-mate. Unfortunately, he started right in to the regular plane chit chat. “Are you coming or going?”… “What were you doing in Connecticut?”…and on and on. I gave short answers but nothing worked. Finally, I gave up and entered the conversation.

For the next 90 minutes, I found out that this man was recently divorced and recently lost his job. He was in Nashville for a new job opportunity, though he was crushed that it would mean leaving his son behind with his ex-wife. I was able to share my testimony with him and how Christ has been my constant source of strength and peace in rough times. He listened intently.

That flight was “living in the moment.” My plans for were for quiet and quick flight home, but God had other plans. I pray that I always remain open to the moments that He wants to use me to touch someone in need. It won’t always be convenient. And it certainly won’t fit into my neat and orderly Outlook calendar. But I know that nothing on that calendar is as important as the opportunity to make an eternal difference.