A great inspirational story from an inspiring author (and new friend), best selling NYT Author Laurence Haughton (His website is www.laurencehaughton.com – Go buy his books)…

It’s about strategy and the emphasis on elaborate planning:

Planning ten moves ahead isn’t all it’s cracked up to be in business, or in chess.

A New York City amateur challenged one of the most renowned chess masters to a match.  Amazingly, the amateur won.  The crowd couldn’t believe it.  “How could a master lose to such an inferior opponent?” they wondered.

“How far ahead can you plan your strategy?” someone asked the master.

“Ten moves,” he answered, impressing everyone.

“And how far do you plan ahead?” the local man was asked.  “Only one move,” he replied.

This was even more astonishing than the match results.  How could a player who only plans one move at a time defeat another who can strategize ten moves ahead?  The New York City amateur, sensing the question, explained, “I may only plan one move ahead – but it is always the best move.”

Ronn Torossian

5WPR

During this morning’s monthly networking meeting at 5WPR, Laurence Haughton, a New York Times bestselling author, told an inspirational story that serves as a great lesson to entrepreneurs.

The story which captivated twenty of us:

In 1949, 13 firefighters lost their lives at Mann Gulch. In 1994, 14 more firefighters lost their lives under similar conditions at South Canyon. In both cases, these 23 men and four women were overrun by exploding fires when their retreat was slowed because they failed to drop the heavy tools they were carrying. By keeping their tools, they lost valuable distance that they could have covered more quickly if they had been lighter. All 27 perished within sight of safe areas. The question is, why did the firefighters keep their tools?

The imperative, “drop your tools or you will die,” is something businesses today should watch, and know.  “Dropping one’s tools is a proxy for unlearning, for adaptation, for flexibility, in short, for many of the dramas that engage organizational scholars,” according to Haughton.

Apparently, Karl E. Weich studied the conditions for smokejumpers during tragically difficult fires, and throughout interviews discovered that smokejumpers who survived very dangerous fires were those who dropped their equipment in the midst of the fire.  The smokejumpers who held onto their equipment were killed, and those who dropped their equipment survived.

Lesson for entrepreneurs:  Know when to drop heavy unnecessary baggage, and always be prepared to adapt to situations as they develop.

Interesting food for thought for this owner of a PR agency.

Ronn Torossian

5WPR

I was copied today on a note from the President of one of our clients.  I found it inspiring and absolutely truthful, so I wanted to share an excerpt.  In many senses, every business today is a start-up, which makes this advice so universal.  I try and adopt this attitude every day for myself and my employees:

“Guys: There are make or break moments in any company’s life….  So for all of us here this month, we need to live and breathe the big and little things associated with our business.  I want everyone to have a fully rounded life, but if you’re here and you see your deskmate sticking around doing something incredibly scintillating like affixing mailing labels or QA’ing a new feature on our QA site, ask if you can help if you’re not involved in a pressing assignment yourself.  You will see me do this too.  If I don’t do it enough, knock me upside the head.  There’s no hierarchy at a startup when it comes to winning.  Moreover, no one here has the franchise on ideas.  So, if you are in the shower and you have a great idea for how we can increase the buzz for either project, mention it to me directly.  Hmmm…I won’t be IN the shower with you, so take a quick note when you hop out and dry it off so you can read it later.
Look for opportunities in your daily life and think outside the box. We are small and nimble.  We can attack a great idea quickly. We’ve all hopefully had a restful holiday with friends and family, but if we’re doing anything right this month, it should feel like an all-out sprint every day.”

This note was copied and is being posted with permission from Sue Heilbronner, President of Webook. 

I agree.

Ronn Torossian
5WPR

I have a major client who buys significant advertising space in a slew of magazines and newspapers.  He insists on telling the reporters we deal with on a daily basis about the ads he purchases in their publications.  He refuses to accept (from them and us) that the newsroom is independent from the advertising department, and insists on increased coverage based on his buys.  With all of the layoffs in the media business recently, and tremendous advertising cutbacks, will there be a further blurring of “church” and “state”?

I write this in the midst of reading The Oligarchs: Wealth and Power in the New Russia by David E. Hoffman, an amazing book about the rise of oligarchic wealth in the former Soviet Union.  (We represent a number of oligarchs and have a joint venture with a Russian/Ukrainian company).  In many countries throughout the world, the concept of a “free” media isn’t held as highly.  I remember trying to explain to a billionaire oligarch that hiring us meant paying us a monthly retainer, but that we couldn’t guarantee him positive media coverage.  He simply couldn’t fathom it, as he kept saying, “I don’t care what it costs….”  He couldn’t understand the concept of not being able to buy positive media coverage.

In the midst of this recession, will the scarcity of advertising dollars lead to an increasingly blurred line between ads and PR?  At what point does protecting shareholders take precedence over “independent journalism”?

Simply food for thought during fascinating financial times.

Ronn Torossian

5WPR

 Just a “quick tip” I gleaned from New York real estate maven extraordinaire Barbara Corcoran, from her book Use What You’ve Got… 

When on the phone – an important call – physically stand up when talking.  It makes you more confident, assertive and instantly gives you power over the person on the other end (Assuming the other person is sitting). I started using it today.  It works and is something I instantly adopted and took a liking to. In the PR agency business, we spend a ton of time on the phone.  Why not use it more to our advantage?

Ronn Torossian

5WPR

Sunday’s New York Times article entitled “How to Erase That Smea…” is a good read not just for politics, but also for real business.  Business these days is very aggressive, and that’s life.  One must often respond to half-truths.

As the article states, “the very notion of viral marketing, a phrase that describes the exponential multiplication of e-mailed campaign messages sent to one network of people who send it on to another, reflects the answer that has emerged from that debate: Never wait. Everything is moving at warp speed.” During meetings, it’s often necessary for me to check BlackBerry messages multiple times. We live in an era in which people – both clients and the media — demand and expect instant answers, and on numerous occasions when I haven’t been able to respond very quickly for whatever reason, I see stories in which my client hasn’t yet responded, or hasn’t been included, or has missed opportunities because we didn’t respond quick enough.

I subscribe to the thought that rapid response is a very necessary component of winning in PR, and as I have blogged about previously,  great business leaders should read IT’S NOT THE BIG THAT EAT THE SMALL…IT’S THE FAST THAT EAT THE SLOW  by Jason Jennings and Laurence Haughton. Our PR agency absolutely believes in working quickly.

I’ll end this post the same way the New York Times did. How often is Mike Tyson, of all people, quoted in a New York Times business story? In his heyday, however, Tyson answered pre-fight interview questions about his opponents’ strategies this way: “Yeah, they all have a strategy — until they get hit.”

Ronn Torossian
5WPR

It’s very rare that I read a book on marketing, advertising or PR that I genuinely enjoy and find to be meaningful. Often times, the concepts are good in theory, but not in reality.

At the recommendation of a friend, I reread David Ogilvy’s  Confessions of an Advertising Man this weekend. As an agency owner, a PR practitioner, and a business person, I found it to be a truly amazing read. It’s surreal how a book written so long ago can still be relevant and practical.

While advertising and PR are very different disciplines, there’s a ton to be learned from this book. Some of my favorites pieces of wisdom include:

• Great headlines are important…. Always know how to write one.

• Client service (and overservice) is the key.

• Treat your clients’ business like it’s your own.

• Not every client is a good one…. Clients that bleed every penny and don’t want you to be profitable shouldn’t be worked with

• Understand how and when to pitch new business.

Really, this is an outstanding, truly enjoyable book, and one that I plan to purchase many copies of. I have recently made a tradition of keeping copies of great books to give away, and this is one that I will be sure to hand out to staff and visitors to my office

Ronn Torossian

5WPR

2 observations from walking around my neighborhood today:

- Was very impressed with the brand experience at the Samsung store in Columbus Circle.  A large retail space, really dedicated to the brand experience of Samsung.  Comfortable couches throughout the store – 1 area had folks watching the NBA playoffs, another had a James Bond movie showing, and yet another section of the store had teenage kids playing video games.  Stores pay huge rent, it’s a warm welcoming environment and I am sure results in increased brand affinity for Samsung (as well as I am sure ultimately increased sales).  It’s smart and I never understand why more brands don’t do simple things which allow customers to spend more time in their stores (particularly pre-qualified high rent districts where I’d imagine the consumer demographic is high end and precisely the consumer brands are seeking to influence).

- Then spent 3+ hours doing one of my favorite leisure activities – Just hours in the bookstore.  Scanned dozens of magazines which I don’t read on a regular basis (from obscure watch magazines to niche technology trades – Literally dozens of magazines… Clearly a must for any PR pro… read read and read more.).  Then scanned about 5 different business motivation books… and gleaned a ton of knowledge and enjoyment.  Favorite quote of the day from a networking book: “The next year’s business success is about the people you will meet and the books you will read.” As I have said before, I have never met a good PR person who doesn’t absolutely love reading.

Ronn Torossian

5WPR

I just returned from a whirlwind 36 hour trip to Montreal (Wow, do I love that city), where yesterday began with a car pick up at 5 AM, and ended well after midnight with the client.

Anyway, in the meantime and in flight I read one of the most amazing business books I have ever read and can’t begin to think of how soon I look forward to re-reading it: “IT’S NOT THE BIG THAT EAT THE SMALL…IT’S THE FAST THAT EAT THE SLOW” by Jason Jennings and Laurence Haughton.

Perhaps, for me the best business book which has ever been written.

It spoke about a number of different concepts, from making decisions quickly and effectively, to how to manage without ego, and a number of other very wise comments.

A few favorite quotes from the book:
“Show me someone with a five year plan and I will show you someone who has no idea whats going on” (A Quote from a senior Telecom Executive).

(Note: We don’t have a 5 year plan… We speak in terms of 5 hours, 5 days, 5 weeks… perhaps 5 months. How can a PR firm possibly have a realistic 5 year plan ? The world changes way too quickly and in the nature of the PR business, decisions are made very quickly to choose a new agency – 5W PR didn’t even exist 5 years ago, and today it is one of the 20 largest independent firms in the U.S.).

“I don’t skate to where the puck is – I skate to where the puck is going to be” -
Wayne Gretzky (One of the greatest hockey players of all time).

(Note: Think ahead – Understand trends and whats going on. Not making a decision or moving is in fact making a decision. Win or lose, choose.).

Great Great book – get it and share your thoughts…

Ronn Torossian
5WPR

Just returned from a 36 hour client crisis trip to the West Coast, and on the 6 hour flight back and forth finally read Malcolm Gladwell’s “Blink”, and wow do I agree… and I shouldn’t have waited so long to read it especially after being so mesmerized by his earlier book.

As an entrepreneur, I always tell people I make my best (and most) of my decisions from my gut, rather than from my brain. For better or for worse, I started this business without a business plan, simply the desire to work hard and recognition of a market which (I believed) existed. To do this day, I make most of my decisions instinctively and still follow my gut.

I agree with many of his comments, including:

Sales people shouldn’t judge a “book by its cover.” Many of our clients are folks who you wouldn’t look at twice in terms of their perceived wealth.

I urge people to make a decision one way or the other – Quickly. Not making a decision is akin to making one. Make a decision, for good or for bad. Stand up and take leadership.

I loved the book… and highly recommend it.

Seperately…. I thrive on 4-5 hours sleep a nite… and think that most great business people can get by with less sleep (admittedly making up for it on the weekend)…

Ronn Torossian

5W PR