Remarkable in 4 Minutes

As I've mentioned before, it doesn't take much to be remarkable.

Case in point: this past Monday, while in Minneapolis, two separate instances occurred in which a simple, 4-minute act could have completely improved the customer experience.

One of the first set of elevators was out of service. Therefore, it took longer than normal to get on the elevator. And, because there was only one for the vast majority of the hotel guests, this led to crowded elevators (and a near fight, which I witnessed). The elevator stopped on just about every floor each time.

This problem of overcrowding and raised tensions could have been prevented if someone at Embassy Suites had taken the four minutes required to open Microsoft Word and type: "This elevator is out of service, and we hope to have it repaired as soon as possible. In the meantime, there are three more elevators on the other side of the lobby. Thanks for staying with us."

The second incident also involved a sign. As I was checking in for my flight back to Nashville, I approached the kiosk since I had an electronic ticket and had no bags to check. I noticed a sign telling me that if I were connecting in Chicago, I'd need to see the agent at the desk because there were long delays at O'Hare and I could miss my connection. Since I was changing in Dallas, this sign didn't apply to me. Or so I thought.

As I was about to swipe my card and retrieve my reservation, a customer service person asked me where I was traveling. I told her my route and she said I couldn't use the kiosk. I'd have to get in (a very long) line and see someone at the desk.

"But I'm not flying through Chicago. I'm going to Dallas." "Yes, but all flights out of Minneapolis are delayed right now." "Not just the ones to Chicago?" "That's right."

Again, had someone spent 4 minutes to print out a correct sign, I would have stood in the right line to begin with, instead of getting my hopes up for a quick check in.

Of course, my flight wasn't delayed and I got home on time. Again, had someone taken 4 minutes to update this person that flights to Dallas were on time, I would have had a better experience. Then again, American Airlines gave up a long time ago.

It's not hard to be remarkable. While this reality says a lot about humanity and the service delivered in many of our transactions these days, you can stand out in a crowded field by communicating clearly.

And, it doesn't take a long time to get an accurate message across.

• What can you add to your newsletter to show why donor dollars are more effective than ever?
• What sign needs to be in your store to direct people where you want them to go?
• How can you better explain the features of your product on display?
• What are you doing to make sure no one is confused when they go to your Web site?
• What story needs to be told to motivate your audience?

Spend 4 minutes right now thinking about what you need to say to those you're trying to reach.

$6.95 for Peanut Butter

Today, I had about 4 hours to kill between the time that I arrived in Minneapolis and when my dad landed. Luckily, it's easy to get from the airport to the Mall of America, so I spent my afternoon there.

If you've never been there, this place is big. It's huge. It's the largest mall in America (thus the name) and has an entire amusement park inside. There are 4 Caribou Coffee stores and 2 Starbucks. There's really no rhyme or reason or possibility of walking the whole thing and still be remotely interested in what the stores have to offer.

I began to wonder how, with so many stores, any of them can possibly stand out. There really aren't that many stores that you can't visit at any other mall. As I meandered around, I noticed the normal offerings at the malls near me in Nashville: The Gap, Old Navy, Ruby Tuesday, Abercrombie, Victoria's Secret, American Eagle, Bath and Body Works.

Don't get me wrong - if you've never been to a mall before, this place would be awesome. If you live somewhere and can't find a great selection of designer jeans, then this place is like Christmas. But, given the fact that most people have been to a mall before, what's the allure?

Granted, it's big. There's a certain novelty to that. But, if you're an individual store in a place where people can't remember which door they came in, how do you get people to come in your store when they have hundreds to choose from? And if you get them to come in, how do you get them to buy something?

Retail that works today needs to have a story. And that's what made me buy a jar of $7 peanut butter.

I noticed a store called PB Loco from the second floor. I couldn't really tell what was going on inside from where I stood, but if it was a store that specialized in peanut butter (as the name suggested), it might be worth my going down the escalator and checking it out.

And so I did.

PB Loco has a chance to revolutionize the way we eat and even think about peanut butter. I assume that most people only eat PB&J when they're in grade school or when they can't think of anything else to make. I personally like a good PB&J every now and then, but most of us don't think of peanut butter as a delicacy or something to serve our guests.

PB Loco offers gourmet peanut butter in a variety of flavors. You can get Sun Dried Tomato Peanut Butter, Raspberry Dark Chocolate, Jungle Banana, Asian Curry, and Sun Ripened Apricot. You can mix these flavors with marshmallows or fruit, dip animal crackers or celery in them, or order an array of creative sandwiches. You wouldn't do this with Peter Pan or Jif.

As I samples various flavors, I felt like I did when I ate PB&J every day when I was 8. And because of the experience and the remarkability of the idea, I forked over $6.95 for a can of European Cafe Mocha Peanut Butter.

I can't wait to put it on some toast for an afternoon snack. Or serve it to my guests. And when they ask where it came from, I'll tell them this story. And then they'll tell the story to someone they know the next time peanut butter comes up in conversation.

And that's how you stand out in a crowded marketplace - you have to sell more than peanut butter. You have to sell stories.

Not Everyone Is Like You

A lot of times, we like to think that everyone out there thinks like us. Or at least they should.

We seem particularly enamored with our position on politics, religion or baseball that we can't see why someone else would possibly think otherwise. Another viewpoint can't possibly make sense! Why on earth would someone believe that?!?

Perhaps this is because so much of our world now can be built upon our personal preferences. Homes and computers can be constructed to our specific wishes. Profiles on Web sites and even news content can be based on personal preference. If we're lucky, we can live our entire existence surrounded by people, machines and perspectives that agree with us.

Of course, not much change happens this way. Until we come into contact with another opinion or idea, there's not much reason to change our own. Even if we know what we're doing isn't exactly working, we'll usually fight like hell to convince ourselves that the outcome, and not the starting point, is what is flawed.

It's easy for environmentalists to think that everyone wants to go green. It's easy for Christians to think that everyone who's not a Christian wants to be. It's easy for Democrats to think Republicans are wrong.

When we assume that everyone knows what we know, or believes in what we believe, or understands what we understand, conversation can be difficult. Action can be impossible. And sadly, some of the biggest problems out there won't simply be solved unless we're on the same page. Or at least reading the same book.

But, in order to get there, we've got to start somewhere. The search for common ground is the path less traveled. It's usually not very sexy and sometimes takes a while. But it's the path by which change happens and by which problems are solved.

At CoolPeopleCare, we realize not everyone is sold out on trying to reduce poverty. Not everyone wakes up each morning thinking about his or her carbon footprint. Not everyone spends hours on end fighting for education reform.

But, lots of people drive cars. And lots of people live in a house. And lots of people eat lunch. This is why our approach has been one based on time. It's something we've all got. We approach social change by showing people how to leverage their current lifestyle, no matter what they happen to be passionate about currently.

Because we've found that people do care. They do want to give back, and they do want to make a difference, especially if you can show them how to in ways that require simplicity, choosing differently, or convenience.

But this is only the first step. Social change never happens because it's convenient. But, people will enter the conversation about social change because it's easy or simple. Once they're in the conversation, then they have a chance to think differently, which will lead them to decide differently, act differently, and live differently.

It's hard to get someone to do something they normally don't do. But, the rewards are immeasurable.

Our Publisher Makes the News

If you're in close proximity of Nashville today and can grab a copy of the City Paper, check out the article about Xyzzy Press. (I'd love to link to the article online, but the City Paper likes to hold their content hostage.)

We're glad that Jim and Xyzzy made the news, and even happier to be working with them. Of course, we're very excited that our book is mentioned in the article, and we're the most excited that it looks like the initial print run will be at least 10,000.

Only 71 days to go.

A Remarkable Read: Freakonomics

It's been a while since I've read an entire book in just one day. That's mainly due the fact that rarely do I have a day devoted solely to reading. But, when coming back from Orlando last Thursday, I had a bus ride, time in the airport, a plane ride, and some time at a coffee shop to fly through Freakonomics.

I'm a late adopter on this book. It's been out for a while - so long in fact, that the version I picked up before my trip was the revised and expanded edition.

There's been a lot written about this book. Some people don't agree with these guys' interpretation of the stats. Some folks think it's too sensationalist. Some people don't quite understand why what they talk about even matters. But for me, I think this is a remarkable read for three reasons:

1. It's readable. The Tipping Point is as equally a fascinating look at numbers, stats, and trends, but the Freakonomics boys really know how to write. Granted, Dubner is a professional journalist, and is therefore a writer by trade, but this book easily flows from one page to the next. You've read thirty pages before you know it.
2. It's refreshing. Levitt and Dubner take a new perspective on a lot of ideas. I like that. They throw their opinions and conclusions out there in a way that is easy to follow and incredibly fresh. Even if you never have an application for any of their research, you know you're looking at something through new eyes.
3. It's reigning champion. As Seth Godin points out, it was not just the first book about this, but it's still the best. Sure, they're are lots of copycat products out there, but this one is so well done that its remarkability sets it apart in the marketplace.

Rewind: Week of 8/13-8/17

Monday, August 13: You Can Lead a Bird to Food

But you can't make it not fly into a clean window.

Tuesday, August 14: What Can You Borrow?

Just ask.

Wednesday, August 15: Fire Escape

Five minutes now could save a life later.

Thursday, August 16: On a Short Leash

Make sure your furry friends have ID.

Friday, August 17: Oldies But Goodies

For the captains of obvious everywhere.

From The Mouth of Gabe

Gabe's a good man. And not because he and his band are playing our birthday party this Friday night. But because he believes every word he says, writes and sings.

If you haven't heard, listened to or heard about the Gabe Dixon Band, it's time your cool-factor was elevated. Check them out here. Listen to them here. And come see them here.

Their style, message and downright amazing talent will just make you feel good all over.

Web Site Issues

If you're experiencing issues with our site (on perhaps our Partners page or Articles listing page) please let us know. We've done some work on our servers this weekend and there may be some lingering display problems. Thanks for reading.

Some Media Mentions

CoolPeopleCare is enjoying a nice dose of media today:

You can listen to my interview on WRLT in Nashville. I spent time with Adelyn Jones' for her One on One program. If you're an early riser, you can hear it on 100.1 FM in Nashville this Sunday at 6 a.m.

And, Jenn Knudsen wrote a great article about us for the Portland Oregonian.

Tell Your Friends and Win!

If you haven't made all of your friends cool yet, you've only got one day left!

We've been trucking along at CPC for over a year now, and we want to continue to provide the same great ideas and events to you for years to come. So, tell your friends to hop on the bandwagon and start making the world a better place.

And, by simply telling your friends about CoolPeopleCare, you'll have a shot at some great prizes.

Here's how it works:

If you need more details, click here.

Thanks for being cool!

How to Be Remarkable

The thing with remarkability is that today, it's not all that hard to actually be remarkable, to stand out form a crowd and for people to notice you. While this could be a sad commentary on the state of humanity or business services these days, this fact gives anyone the opportunity to be remarkable.

If you ask me, all you have to do are these 5 things:

#1 - Do what you say. Surprisingly, most people over-promise and under-deliver. We all like to talk, and the best of us can talk a great game. Since most people fear public speaking, if you can communicate well on any level, you'll stand out. But, to be remarkable, you've got to back up your promises. Some people call this telling the truth. It's easy to say something, thinking no one will call you on it. Instead of worrying if you'll be found out, just be honest about expectations in the first place. If you say you'll be at the party, go. If you say you'll come up with that amount of money, do it. If you tell someone you can introduce them to a contact of yours, make it happen.

#2 - Get back with people. Just like the first step, if you say you'll get back with someone, make sure it happens. But, if you also take the 60 seconds that a response email requires, you're on the way to remarkableness. If someone leaves a voicemail, don't leave them hanging. Return calls, emails, and letters. Write thank you notes for gifts you receive. You'd be surprised at the number of people who don't do this.

#3 - Smile, be nice, and apologize. Chances are, your smile is one of your most underutilized assets. While you don't need to slap one on to be fake or patronizing, a smile goes a long way when you meet someone for the first time, when you're listening to someone talk, or when you walk into a room. Smiles signify confidence. Likewise, being nice to people is a rarity these days. Things like common courtesy and giving people the benefit of the doubt seem to have gone out of style. Thus, if you're a pleasant person to work with and be around, you'll be sought out for more personal and professional opportunities. And, when applicable, don't forget to apologize. In our culture of pride, apologizing seems like a weakness. But simply saying "I'm sorry" will get you off to a great start in repairing relationships, mending mistakes, and charting a new course.

#4 - Make decisions. The word 'maybe' rarely gets things done. Taking time to think about something is valuable, but not deciding due to fear of failure is worthless. If you make the wrong decision, then you've got step 3 to get you on the right path to making a better decision. You can always decide to do something different if one decision turned out not to be what you thought. But you won't have that opportunity if you don't decide something in the first place. For most of us, the chance to decide something is rare - take advantage of it.

#5 - Do one thing well. Many people think that being remarkable requires inventing something new or making a lot of money. However, if you can do one thing very well, people will begin to see you as a reliable resource or even an expert on that topic. Maybe you make a great pizza crust, maybe you can get any baby to quit crying in the nursery, maybe you can change oil in any car, maybe you have great ideas for marketing campaigns - whatever it is, find it and continue to refine your ability to do that one thing extremely well.

The overly shocking thing about these steps to being remarkable is how truly easy they are to do. And that's only because the vast majority of people don't do them. So yes, returning a phone call, smiling, and being a really good knitter really will make people remember you.

Rewind: Week of 7/30-8/3

Monday, July 30: Bag the Veggie Bag

Just say no to needless plastic.

Tuesday, July 31: Power Plants

What has the superpower to take CO2 out of the air?

Wednesday, August 1: This Time Last Year

A year ago, a dream was born.

Thursday, August 2: Tap Out on Topping Off

You’re really not getting what you think you are.

Friday, August 3: Look Up!

Pay attention to what’s around you.

The Face of the Revolution

Each morning as I jog through Bicentennial Mall and State Park, I step on the stone etched with the name of Charles Hunter.

Most folks haven't heard of him. I never had. But I did find it odd considering he's got a block alongside other, more famous people, like Elvis.

But more curious than his relative anonymity is his lifespan. Carved under his name are the years of his life: 1876-1906.

In 30 years, Charles Hunter did enough to be remembered in a granite stone for all of eternity.

Such a realization makes me want to work harder than ever for the next four years, to make sure that when I hit the three-decade mark, I've got something to show for it.

But, I realize that I already do. And so do many others. In fact, such a sense of meaning is something that drives young people today to do something - anything - to make their life one worth living. And while lots of commercials, TV shows, and news reports will try to convince you that twenty-somethings are finding this meaning in wild parties and random hookups, I've got news for you: they're finding meaning in making an impact.

One of the perks of what I do is that I get to meet passionate people who believe in their work to change the world. If you ever doubt humanity and the capability for good in people, send me an email and I'll let you spend a day with me. Where we go and who we meet will restore your notion of what remarkable people can do.

Over the course of the last two weeks, I've met with:

• Allyson, who works to tell the story of inner-city youth who need a place to go
• Jeffrey, who wants people to know that it's easy to live the green life
• Christy, who tries to get more fair-trade products out there
• Herbie, who is improving the adoption process
• Andre, who promotes positive news and stories
• Jennifer, who pairs mentors with kids
• Candi, who matches volunteers with the nonprofits that need them
• Lacey, who promotes history and the arts
• Leigh, who wants to raise awareness about nonprofit causes and needs

And these are just the people who are under or near 30. If we expand the age bracket, then we're really talking about revolution:

• Jim, who publishes books that help people navigate through life
• Jane, who makes the criminal justice system better
• Lynn, Mary and West who provide companionship to senior citizens
• Andrea, who feeds hungry people
• Lu, who helps children and their families through the cancer process
• Shelli, who helps individuals and their families deal with eating disorders

That's not a bad life's worth of meetings, not to mention 14 days. And what I see each time I meet these revolutionaries is a commitment, a passion, and a dream. Regardless of their age, these folks show that anything is possible.

The people in the first list will accomplish a lot before they're thirty, and they'll be worthy of a granite block, just like Hunter. And if they're lucky, unlike Hunter, they'll be around to carry on the revolution, like the people in the second list, equally worthy of a name etched in stone.

But I've seen the revolution. And while we quickly think it looks like big checks and Bono, it looks like a young, concerned and caring face.