Agent Mom

Recently Google estimated that the same amount of content that was created from the beginning of time until 2003 is now created every 2 days. Hard to comprehend. Maybe just as difficult to understand is the dramatic impact on the process of delivering content in such a fast-paced, crowded space. Yet for those with established platforms and a great message, a new opportunity is emerging.

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?

There are an estimated 147 million orphans in the world.

Last fall I shared that God was asking me for full submission. Submit my plans, submit my tendency to control. I didn’t know what, but I knew something was coming.

Now I know…we’re going to Africa, to Ethiopia.  Actually, we’ll be going twice next year. On the second trip, we’ll be bringing home a new family member….our son.

Believe me, I can tell you all the reasons this makes no sense. In my conversations with God, I tried to use my analytics, my persuasion, even my ability to negotiate. It’s funny how skills that are so highly valued in the business world are so totally useless with the Lord.

I told him surely he’d rather ask this of my great stay-at-home mom friends. He told me that he didn’t ask to use Aaron, he asked Moses to go.

I told him that it wouldn’t be smart…think of all the unknowns. What if this had a negative impact on my two beautiful, happy, healthy girls? As a parent, it wouldn’t be responsible. He told me that he asked Abraham to lay everything on the altar…even his children.

So I can tell you all the reasons this makes no sense, but I can tell you one reason that it does….God asked us to. So we’re going. We’re scared. We’re excited. We’re humbled that God would use us in this way. Above all, we’re not in control, and it’s so much better that way.

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?

I was so happy to receive a special “All About Mom” paper from my oldest daughter, age 6. She’d filled in words to describe me. It went something like this (italics indicate her additions).

“My Mother is the most wonderful Mom in the world!

Her favorite food is fruit.

She is as pretty as a rose.

She weights 115 lbs. and is 5.5 feet tall.

I think Mom looks funny when she dances.

I know she’s really angry when she doesn’t get her way.”

This kid knows me way too well. Possibly with the exception of the 115 lbs. Last time I checked, it was…ahem…116.

What have your kids said lately that caught you off guard?

When I fly, I’m always drawn to the SkyMall catalog. And with Christmas just a few days away, I wanted to make sure you were aware of these gifting gems, all currently available at SkyMall:

An aluminum wine-safe that is FAA approved to carry 12 bottles of wine on your flight with you. Their slogan is “Leave no wine behind.” I think it should be “Leave no win-o behind.”

Video Recording Sunglasses with a built-in video camera to let you discreetly record all that you see. Ummm…creepy. These are probably the same people buying “The only picture taking night vision binoculars.”

A portable microwave oven with a DC adapter so you can use it in your car. Isn’t that what drive thru’s are for??

The marshmallow shooter. OK, all kidding aside, I hope this shows up in my stocking.

A remote-controlled tarantula. Yep, I know what I’m getting my sister’s kids for Christmas. She’ll never forgive me.

Adult-sized footed pajamas fits up to 6’7”/260 lbs. I think we may do our family Christmas card pic in these next year. Joel, are you in?

Seat pair from the original Yankee stadium. $1,499 includes the original beer stains and sweat scent. It makes a great addition to the $99 “Freeze-dried grass from the original Yankee stadium.

“The slanket” - Apparently the Snuggie has competition!

The Hollywood Cookie Diet. If anyone has tried this, please contact me personally before I waste $60. So tempting…

Pants Un-heeled. Your “sole-u-tion” to the annoying pants/heel wedgie. What is a pants/heel wedgie? That annoying occurrence when your pants creep under your heel when you’re wearing open-back heels. Where have you been all my life? I am totally buying these.

Solafeet, a small tanning bed for your feet. “Golfers, rid yourself of those ugly sock tan lines forever.” Proof that we really do have many significant worries here in America.

A doggie-DNA test kit. Seriously? What dog wants to find out that his mom was prowling around?

The square root watch. Instead of the hour markers, each is represented as a square root that translates into whole numbers. Ad says “Brainy math types will love this watch, but why should they have all the fun?” This was obviously created by a lonely, brainy math type who for the life of him…can’t figure out why he is alone.

Yes, those are all real. I couldn’t make it up if I tried. Another tribute to good old-fashioned American excess.

Hope this helps as you fight the crowds looking for the perfect last-minute gift.

I like to know the plan. And I like to be in control.

Those are not bad things in themselves. But the past few months, God has been asking me to say “yes.” That in itself is not necessary difficult, either. I’ve often heard God give me clear direction to give, to do something, or make changes in my life. I usually manage to make the right decision, and have always found out that God’s plans are way better than mine.

The difference lately is that God is asking me to say “yes” without giving me the plan. I’ve clearly felt him prompting me to decide that I’d say “yes” to anything (and yes, I mean anything) he’d ask of me. How scary!! That takes away my control, erases my plan and potentially puts me in discomfort.

It’s been a few months and I can finally say that I’m at that point. Whatever he asks, I’ll do. I’m waiting for some life-changing, earth-shattering request but it hasn’t come yet. Maybe this is more about the process of submission than the act of obedience. Maybe not. Regardless, I can’t wait to see what is in store.

“Each of us tends to think we see things the way they are, that we are objective. But this is not the case. We see the world, not as it is, but as we are – or, as what we are conditioned to see.” – The 7 Habits of Highly Effective People

I’m re-reading some books that were impactful at some point in my life. As a new college graduate, I read The 7 Habits of Highly Effective People and took away some great lessons. As I’m reading it now, different points seems to jump out.

After sharing the quote above, Stephen Covey talks about how there are times in our life that we experience a paradigm shift, sometimes suddenly.

Recently I spent a week at Disney with my family. One day we came upon a street band in one of the parks. My kids perked up and listened, but my attention focused on a woman across the crowd dancing with reckless abandon with one of her kids. I mean, she was really into this…and she really lacked any rhythm. I snickered and pointed her out to Joel. He grabbed his FLIP video camera and starting shooting as we laughed. Surely our friends at home would enjoy a good laugh over this.

But suddenly as some of the crowd moved, we noticed the buttons and t-shirts the lady and her child were wearing…”Make a Wish”, as in “The Make a Wish Foundation.” As we looked closer, it became obvious that her child was very ill. Joel put down his camera and starting trying to delete the recording. I was speechless and embarassed.

In one moment, we went from viewing this lady as kinda nutty to seeing the situation for what it really was….a mom totally focused on enjoying a “Wish Come True” day (among what could be a limited number of days) with her child.

We were wrong. It makes me wonder how many times in life I don’t see things for what they truly are. Maybe I’m too busy judging or too caught up in my point of view to really see the whole picture.

I’m sure there comes a point in every parent’s life that you hear something come out of your mouth and wonder, “Did I really just say that?” For me, it isn’t just the realization that I sound like my mom. I already know that not only do I sound like her, I think like her, act like her, and well…I am her. And  that’s not a bad thing.

But it never ceases to amaze me how many instructions I have to give my children that I would assume are obvious. Here’s a few recent examples:

“Stop drinking the bath water!”

“Take your fork out of your shirt and eat your dinner.”

“We can’t go home yet. We paid for three more days at Disney World. And we’re going to enjoy it!”

“Quit licking your sister.”

“Don’t wipe your nose on MY shirt.”

Is it just me? Heard yourself say anything crazy lately?

It struck me on my drive back from a great vacation with my family that I was actually looking forward to Monday morning. I mean, I LOVE laying on the beach, eating ice cream and building sand castles with my kids. In fact, I’m becoming obsessed with finding a way to spend a few months a year doing just that. But at the same time I couldn’t wait to reconnect with clients and implement new ideas that resulted from a week of relaxation.

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.