I can still see myself perusing the business newspaper (the Internet didn’t exist when I first started the business) and coming across the name of a new vice president of marketing for a major company in Columbus. I called about a dozen times before he returned my call. We had an initial call that felt good; however, nothing happened. I stayed in persistent contact, calling monthly with thoughts, ideas, or just to check in and see how we could help.

It’s funny how life happens, though, and how it just likes to see how far you are wiling to go. It was two days after the birth of our first daughter when he called again. I hid in our closet upstairs as our daughter was screaming. He asked if I could come for a meeting. I was afraid to tell him I just had a baby… what would he think? “This poor young girl, how could she possibly handle this initiative?” So my mom drove, our new daughter in tow, and I sat on a pillow (those of you who have had a baby know what I’m talking about!) with my hose and high heels on.

The meeting was great, and we won the business; it really proved to be the launching point for our company. We still have the account today and have worked with dozens of people who have left that company for other organizations. I believe there are points in all of our lives that we just need someone to give us an opportunity. I will never forget my friend taking a chance on me and just believing. I’ll try to pay it forward…

I can’t think of a better place to start than my parents. They have been so much more than loving, supportive role models for me. They have unconditionally believed, sometimes even to my amazement, that I can do anything.

When it came to my choice for self employment, they were the first in line to support me. It’s interesting as I reflect back on it all: they were self employed most of their lives and struggled to make it. The easy road would have been to encourage me in another direction. I’m sure I would have listened. But they knew more than I. They saw something in me that I didn’t even realize: I could do it.

Looking back, it’s inspiring to have people whom you love and admire so much believe you are unstoppable. I think it was some of their mistakes in life that led to this unwavering belief that I was the most beautiful, intelligent, hardworking, and giving person they’d ever met. It’s true that the good does stick to us over time. Whether or not I’ve lived up to all of their expectations is still a work in progress, as they continue to have the very highest of expectations for me. But regardless, thanks mom and dad for everything… the road less traveled has been a wonderful adventure.

Well, as we all know computers came along and now we sit behind our desks a lot more. I often wonder if this is a good thing. Sometimes I think computers have made things so efficient and mainstream that we forget it still takes a talented person behind each terminal.

For example, in our agency we have people with honed skills in these areas: design, illustration, copywriting, market research, computer programming, strategic planning, production, media buying, public relations, and social marketing. And just because I know how to open InDesign doesn’t mean I’m a designer. Or likewise, the fact that my daughter understands how to send an email doesn’t make her an email marketing expert. I’m sure you get the idea. I often cringe when someone hands me a résumé for a potential new hire that encompasses all of the skills at our agency. It is a clear sign they don’t understand the true value of these talents and how they’re needed to effectively brand and market a product or service.

Computers are amazing tools that have changed the way we do business. But let’s remember – as we all continue to become more tech-savvy, there will always be a need for a creative mind to challenge ideas, write persuasive headlines, and design an advertising campaign that influences behavior. Something you can’t install on your computer.

Thousands of the world’s largest corporations are using these channels to spread their messages. But a huge mistake that many of them are making: they are advertising in these social channels instead of educating. The social marketing sites are largely about real conversations, transparency, and a pass-it-on mentality. So for you traditional marketers out there – think public relations. As you approach your social media/marketing initiatives – think about openly sharing your brand and relative information to your space. Think GIVE!

1.  We all must add value. Whether we are employees or business owners, people are much more choosey about where they’re spending their dollars. Value counts for everything right now.

2.  We must do research. It is preposterous to assume that what worked last year will suffice. We must speak to our customers and find out what’s really on their minds. This is not the time to assume – ASK!

3.  We must innovate. I love to read. All of the online journals from the top leaders are talking innovation, getting back to basics and acting like they did when they were small. If you have a process in place for idea generation, great! If not, start today. It’s never too late.

4.  We must be out there. For businesses, that means continuing to invest in marketing. We must reinforce our value proposition with our customers. For ourselves personally – network. Make sure you are out there meeting people beyond your section of the cubes. Our non profits need your talents now more than ever. Volunteer today as it’s a great way to meet people and use your skills to help others.

When I came to this “ah-ha” moment over the weekend I saw how this has translated into other areas of my life. I’ve been discussing this pending adoption for months now. It truly has been one of the most testing experiences of my life. Imagine knowing that a child exists, holding him, and receiving photos of him, yet every day waiting for the call. Will they allow you to bring him home or will they call you only to say it’s not going to work out? It’s probably the tightrope we all walk; I just don’t think we think of it that way. We all assume that everything will be okay. It’s most likely a healthier way to live; however, this adoption has given me a deeper perspective of just how fragile everything really is. I did get a call and they are now telling us it will work out. It’s funny – after more than a year of working on this you’d think I would have been ecstatic. If I’ve learned anything about this process, though, it’s that it is unpredictable. So this mechanism took over and I’m proceeding with optimistic caution.

And then there are my children. Our middle daughter was diagnosed with a speech delay. At the time we jumped in and did what any parent would do – speech therapy. However, what took me years to truly understand is that it was an underlying symptom to future delays. I think people are afraid to tell you the real truth. We are a sugar-coat, freak-out society, especially about our children. Who wants to hear the hard things? We just want them to go away. She was having a very difficult time with school. It’s almost like she is a step behind. Our schools kept telling us everything was fine, yet I just knew that was the easy answer. Through networking, digging, and difficult interactions we finally got to the issue – dyslexia. It’s not easy when you push yourself or your entire family into completely unfamiliar and scary territory. You keep hoping along the way that you’re wrong, but there is something that just won’t go away – call it the voice in your head, intuition, or common sense – you just know. The best news is that we found this amazing jewel in our community – Marburn Academy. My daughter is receiving the help she needs and has made significant progress.

I started running two years ago. Truly it has been the drug that keeps me going. It can be 10 p.m. at night, and I must get it in. It’s my time. I clear my head and feel like everything comes back into perspective. Though these past several weeks a few things have started to hurt (knees, ankles, etc.); it’s really not terrible. A few friends told me this would come. They said it happens at 40. I really refused to believe there was an age. If I feel good, I can make it happen, right?

Reflecting on some of these truly painful (literally and figuratively) times of my life, one common denominator prevails – perseverance. Sure it would be easier to change every time something just doesn’t fit. I’m not advocating dying on the sword, but rather, a little nudging into those uncomfortable closets. I have found some of the greatest lights are truly at the end of the tunnel. It was Robert Frost who said – “I took the road less traveled by, and that has made all the difference.” I’m glad I did.

:: :: :: :: :: :: :: :: :: ::

It can be the phase that provides the most gratification as it’s tangible and has deadlines. It does feel like you’re making something happen. In fact, many companies still reward people for accomplishing tasks.

I just have to believe, though, that at every organization there is someone who knows a better way is out there. There must be someone who cares about how much is spent and what kind of return they got for that investment. The issue comes down to integration.

Too often marketing becomes fragmented. Someone is in charge of press releases. The IT department is managing the Web site. The communications team is sending a newsletter. You get the idea. For any type of marketing effort to have a real chance of success it must be coordinated, which is difficult for many companies because all this decentralization took years to get into place. However, with these silos comes the very reason that so many executives just don’t believe in marketing – they don’t see results.

The optimal organization sees marketing as a long term investment in their brand. Even if they have multiple people executing, there is tight coordination and controls. Even if multiple outside agencies are involved, there is a well defined plan and measurable goals. It’s truly the only way that it works – complete open communication and integration.

:: :: :: :: :: :: :: :: :: ::

Since my self employment I’ve had many great people with me. As I look back, most of them were the right people for the right time of the business. I’ve learned something with every role and every person. One of my most significant “ah ha” moments was a few years ago when I was going through a difficult time personally and professionally. We hired a member for our creative team that really lit up the office. She had a positive outlook all the time, even when put in situations that weren’t great. From that moment on I decided I wanted more people like her. I can’t control everything about my business, but I can choose who to work with. I need people who are generally upbeat and happy with their lives because I’ve seen how this doesn’t just affect me but everyone at the office. As I continue on this road of “taking the business to another level,” I’m going to relish in the day-to-day interactions with each and every person.

Entrepreneurs: What have you found you need for your business? What are the choices you make along the way to get you where you’re going? Please post your comments and share!

:: :: :: :: :: :: :: :: :: ::

My husband and I are in the final phases of an international adoption. Someone I met (via a referral on the phone – imagine that!) told me she had put together a Yahoo users group for peopleadopting from Uzbekistan. Again, the first time I went there was not pleasant. I found it confusing to decipher the dozens of streams of intertwining conversations that sometimes seemed neurotic. I spent a few minutes and left. A few weeks later I logged back on as I truly respected the person who put the group together. I saw an entry that listed someone from Columbus, Ohio and that quickly got my attention. I decided to send her a note and give her my personal email address. Next thing I know someone else (also from Columbus!) saw the entry and contacted me. Several days later this other person and I connected, and to my utter amazement, our children are in the same orphanage and their cribs are side by side. I do feel like there is some divine intervention here; however, it would not have been possible without this incredible and sometimes overwhelming network called the Internet.

The most interesting transformation that I see happening for our clients is for those who are starting to get the business value of incorporating the Web. We don’t have clients who have a shopping cart feature on their sites, so we’ve been working with the conventional belief that if companies have a sales team then how could a Web site bring them business. But we’ve been able to demonstrate in small, yet extremely powerful, ways that the online world is just another tool. Yes, a very big one, but if used effectively and integrated with a strategic marketing campaign, it can drive and grow businesses.

:: :: :: :: :: :: :: :: :: ::

I first felt the impact of my decision 5 years into our marriage when my husband took a job in Columbus, and I was contemplating my career options. It was through the encouragement of my boss in Cincinnati and my husband that I ended up in self-employment. We decided to try it for a year. Four years later my husband quit his job and came on board to help me and raise our children in a more active role. Thirteen years later and we have never looked back.

I know that I would not have stayed with it this long and been able to grow to where PRISM is today, if it weren’t for his unconditional love, support, and confidence. There are so many difficult moments when you truly second guess yourself. It was my husband every time who believed in me. I now understand what my boss was telling me. Thank God I knew what I was doing.

:: :: :: :: :: :: :: :: :: ::