At Second Glance, It Really is Just About the People

“This LetsBlogOff theme is about taking a deeper second look at what appears to be an everyday common object or occurrence where something happens that makes you look at it in a different light. It could be an object, person or place. Or something entirely different.” – LetsBlogOff Team
Every day, they are there, but we fail to notice. Life thus passes us by like a movie montage, one where the pace of everything around us is moving infinitely fast yet we simply continue to plod along, absent-minded of what we are missing. As we endeavor toward greater productivity, forever chasing the completion of the never ending to do list, we lose sight of what it really is all about. All set to the soundtrack of some hyper-electronic techno beat.... cue the strobe lights.


In marketing, we research consumer purchasing and behavioral patterns, analyze demographical trends, and conduct environmental & stakeholder impact studies. With substantiative evidence, we race to execute our cleverly constructed marketing strategies. Sometimes, we succeed; other times, we miss the mark entirely. About face, and race back toward the drawing board. Clearly, we misinterpreted the DATA. 


WIth this manner of thinking, however, we will continue to fall short with far greater frequency. We may operate in a faceless marketplace characterized by virtual relationships and online engagement, but we mustn't forget that it is still a marketplace composed entirely of people. Very, very real people. They may play the role of salesman, associate, stakeholder, or prospective client, but that is and always will be superseded by their role as a person.


In marketing, in life, this understanding is paramount to success and to happiness. People are not DATA POINTS; they are PEOPLE. 


KIAPS. Keep it about People, Stupid.


Even when business becomes ruthless, remember that your adversary is just like you. He awakes in the morning to the shrill of an alarm clock. Struggles to tie that perfect knot... with a Wall Street dimple. He stresses over bills, his health, his visiting parents, the weather, his dog doing business on the neighbor's lawn, the next oil change, seeing an ex-girlfriend... and consequently calling her in midnight's hour of desperation. He has dreams but probably possesses more demons. He holds the door for ladies and helps the elderly cross the street, yet on more than one occasion he has let road rage elicit that one universally recognized hand gesture. More than anything, he just wants to be treated like a person. 



The examples, where this concept flourishes, are many, but the one that is so blatantly obvious is imbedded in the success of the coffee industry. From the overwhelming success of Starbucks to the hundreds of thousands of independently successful coffee shops around the country, I venture to say none arrived at their success without putting people first.

"At Starbucks, I've always said, 'we're not in the coffee business serving people; we're in the people business serving coffee'" - Howard Behar, former President of Starbucks Coffee

So, next time you're talking to a potential client, employee, or complete stranger, remember in your heart that he/she is not some means to an end rather a person just like you and I. Remember that whether you're in Marketing or not, the Golden Rule is still the best rule by which to live. 

What's Your Pepsi Taste Test??

Yesterday, I had an extremely insightful conversation with well-respected marketing guru (he won't label himself this out of humility, but I will, I've researched his track record) Mark Schaefer of Schaefer Marketing Solutions. Mark and I discussed many topics, and I listened with an attentive ear, hoping to absorb as much of this man's knowledge as I could in the hour conversation he had alloted in his day specifically for me. When time came for me to speak, I told him of the conception of Eco-Protective Products, our goals and core-values. I recounted to him success stories, and other stories where we faltered in our actions but learned valuable lessons. 

Courtesy: Schick

As if he were a new customer, I explained why Eco-Protective Products offers greater value to potential clients versus an established named brand paint supplier. I poured my heart into the conversation because I pour my heart into our business.


Mark was patient, allowing me finish before he finally spoke, and his message couldn't have been more of a bucket of cold water to the face kind of wake up call. No this isn't an Ad for Schick Razor's but that image (right) pretty much sums it up.


I'm paraphrasing and embellishing Mark a little here, but his message was clear to me: Where is that heart, that person behind the business in your marketing message? Why is all of what makes your company better absent from your website, blog, and Twitter account? Why are you so cookie cutter and bland -- just trying to be another sheep in the herd? Do you want to your marketing message to be a carbon copy of your competition, competition whom you've admitted is bigger and more well known? Are Green and Sustainability the only legs on which your business stands, or is Eco-Protective Products something more? Something better?


It boiled down to him asking me, "What is your Pepsi taste test"? What sets you apart from the herd? In our industry's terms, do we want to be a substitute for Sherwin Williams, PPG, or Benjamin Moore? And the answer is no. We want to be more. What about you?

• Do you want a to give your customers and partners a more fulfilling and valuable experience versus the competition? 
• Do you offer higher quality, longer lasting products and services?
• Does your company offer more cost-effective solutions?
• Do your customers know your business beyond the sale; do you know your customers? 

If you answered YES above, don't be afraid to promote those facts!

Hey that's me (left) & Richard Feis (Right) of
Greenhaven Group in Atlanta, GA
Featured product (floor & panels on wall)
Eco-Coat 1500

So What to Expect Now


Moving forward, we will not be abandoning our core message of practicing sustainability in design, construction and daily life, but we will also give you a greater opportunity to learn about what comprises Eco-Protective Products. 

1. On our website, you'll see us highlighting more what differentiates us from bigger paint companies than makes us so similar. Here is where we WANT your feedback. Where do other companies fall short? What can be done better to make your life and painting experience easier & better? You guys, our customers and friends, will help develop the future of Eco-Protective Products.
2. Featured on both this blog and on Eco-Protective Products' site, you will see new faces -- some recognizable -- some may be you!! We are going to feature our customers because nothing defines a business more than its customers.
3. We are also inviting our partners, friends, and employees to begin guest posting. This writer does not have all the answers, but I'm sure one of my far more knowledgeable colleagues may have the answer a reader is seeking. So if you're interested in guest posting, shoot me an email here.
4. More personal stories -- we are a family owned business. As a part owner, I have done everything from help unload and blend raw materials in order to produce paint, to being integral in every step of the customer relationship process (first contact all the way to product application and onto shaking hands with a happy customer/ new friend when the project is completed). I want to share with you our experiences to provide you a window into the men and women who comprise Eco-Protective Products

In closing, whether you are a small business owner, a marketing professional, or just a person in this world, Mark struck a chord with me, and I want you to think about whether we should be spending our energy comparing ourselves, both similarities and differences, with our competition and the rest of the herd, or should we concentrate on describing WHO WE ARE and what makes us unique, makes us better.

We thank you for taking the time to read this post, but we really want you to be a part of the discussion moving us forward in 2011. Please, share with us a comment below, or if you prefer, you can email me directly here or call, (888) 809-8995 Ext 102.

Thanks again and warm regards,

Jamey Burrell
VP, Marketing & Business Development
Eco-Protective Products

Green Economy: Political Mandates or Free-Market Innovations

I think it's easy to dovetail from our last post – Overcoming Adversity – into this one. Adversity, which can come in a variety of forms and faces, although not easy, can be overcome by anyone, any organization willing to put forth the effort to persevere.

Monitoring the mood of many of my colleagues in the world of Sustainability, Green Building, and Environmentally Friendly products and solutions from a social media vantage point (product plug: TweetDeck is amazing - simplifies the whole social media process), it's abundantly clear that the election has deflated the hopes of many to see comprehensive climate legislation make it through Congress. Some view this as not only a hurdle for the global Environment but on a more personal level, they see the viability and future of their businesses facing a tougher road ahead.

However, I think quite the opposite. The GOP will stand against Cap and Trade and other government mandated climate regulations, but that doesn't have to stymie innovation and product implementation. Despite its best and sometimes misguided efforts, the Government has never led the way (in this and other Capitalist nations) in innovation; the free market has always risen to the challenge to meet the needs of society and the consumers who comprise it.

And this is my message to all businesses – traditional or “green”: if you're operating in a downward economy, a less favorable political climate, or with declining sales [etc.], use that adversity as an opportunity to either improve the value that your product or service provides the end-user, revamp your corporate image, retool your marketing strategy, etc.

The Statue of Liberty: Edward Moran

Businesses Started in Tough Times

1. Hyatt
2. Burger King
3. International House of Pancakes
4. The Jim Henson Company
5. LexisNexis
6. FedEx
7. Microsoft
8. CNN
9. MTV Networks
10. Trader Joe's
11. Wikipedia
12. Sports Illustrated
13. General Electric
14. Hewlett Packard

Regardless the function of a product, if it can cost-effectively satisfy a need, and is clearly and intelligently marketed, then there is no need for Governmental interference and the free market will prevail.

On the other hand, if you find that you’ve have poured hours of R & D and marketing into a product without much Demand, don’t necessarily give up. A) use that experience to ensure that the same mistake[selling unwanted products] doesn’t happen again & b) table that project, for there may be a need for your product in the future.

In closing, I want to mention that regardless of political affiliation (hippies to tea-partiers), geographic location (Jacksonville to San Francisco) or generation (Sponge Bob to Jimmy Stewart), we are all embracing ways to help preserve our environment. Look how far we’ve progressed in the last decade – technology has brought us cars that produce water vapor as waste; the internet provides instant connectivity to all corners of the planet; and there are countless other innovations that would make this list exhaustive and boring to read. You get the picture, I hope. Imagine where we'll be 10 years from today. Here? McFly?

And although government has had a voice in the evolution of these technologies, it has been the brilliance of individuals and the freedom they are provided in a free-enterprise system to innovate and in turn receive value for that innovation.

Remember, as we used to quote William Johnson at camp growing up in North Georgia, “If it is to be, it is up to me”.

Adversity or Opportunity?

At Eco-Protective Products, we try to promote a corporate culture that encourages outdoor activity and time away from work to focus on the needs of the individuals that comprise our company. Not only do I feel great inspiration when out in nature, but I really believe wholeheartedly that our lives become exponentially more interconnected/wired-in each passing day, and it is nourishing for the mind, body, and soul to untether ourselves regularly from whatever network (Twitter, Facebook, work, kids, etc) that drain our energies. In today’s tough economic environment, it is especially important that we recharge our batteries in order to better handle and ultimately overcome the adverse conditions that are ever-present in our personal, professional, and social lives.

While on a run this weekend, I couldn’t help but contemplate times in my own life that I’ve had to endure adversity –sometimes so great that finding the will to go on was an arduous task in and of itself– but, as evidenced by my writing of this column, I was able to endure, survive, and prosper.

Adversity can come in many forms, many of which are relevant to at least someone you know and it can really effect your business, but here are some ways to turn adversity into opportunity to take your business, career, or personal life from good to great.

Ways to Overcome Adversity & Obstacles

1. Sell Your Vision –

According to Lyve Alexis Pleshette, a writer about small and women owned businesses it is imperative to go on the offensive in periods of downward economic times. In other words, those who are persistent, prevail.

“'A leader must be a dealer in hope,' Confucius wrote. Those who can illuminate the darkness are experts at restoring people’s faith in the future, especially the faith of talented people who have run into brick walls. Even if you’re the only person running your business, you have customers and clients, vendors and sub-contractors who need to see your vision. The golden core of leadership is the ability to raise aspirations. Transition is an ideal time to do so. Our intrepid adventurers are unflagging optimists. In many respects, this special species of leaders is 'delusional,' according to veteran executive coach Marshall Goldsmith. 'They are not as good as they think they are, but they have the confidence to pursue big things.' So tune out the cynics and second-guessers who say you can’t beat the odds. Don’t let pouting pessimists rob you from pursuing—and capturing—your dreams."

Read more: Strategies to Overcome Adversity

You don't have to be a modern day Shakespeare to blog.

Provide your readers/customers easy to follow information

relevant to their lives. It's a great informal way to make

a meaningful, personal connection. 

2. Blogging -

According to Lorna Li (an online marketer who specializes in green marketing and writes about green marketing, social enterprise, social media and personal branding in her own blog), green and sustainable business owners shouldn't "count on Obama's stimulus plan to help your green business survive the economic downturn. With a tough economy and increased online competition, your green business needs a blog to be competitive. Blogging is the least expensive way to market, as it is just a fraction of the cost of television or print advertising, and most importantly, in can drive lasting traffic, if done correctly.

Read more: Blogging for Green Business Survival

3. Look inward

Although Eco-Protective Products’ business model may differ from other businesses, what makes us successful or unsuccessful is no different from the business of a lemonade stand to a multinational conglomerate. In this economy, there are many places to point a finger: the economy, the housing bubble, too much regulation or too little, green washing, poor financing, and so on and so forth.

Adversity allows us to peel back 

the fluff and get to the core 

of our business.

However bad the situation may be, some businesses will gain strength, market share, and brand power through these times, and others will shutter their doors. And I think we all should take this opportunity to look within ourselves and our organizations to make improvements, whether it be discovering new talents from our employees, returning to our core competencies, reaching out & listening to our clients, or encouraging an open dialogue with the stakeholders of our companies. Blaming situational conditions does  little more than afford us an excuse when we allow adversity to  precipitate failure instead recognizing it as the opportunity to lay the foundation for future success.


Share with us what inspires you to overcome adversity. Not a subscriber to our Newsletter, do so here.