My Mother’s Legacy

 

For Mom

In the end, our legacy is created from the choices we make in life. How we live and love and how we touch others through our lives creates a legacy of remembrance, affection, and respect. Our gathering here today represents my mother’s legacy – the people who she loved and touched and those who loved her. While she is gone, she remains in our memories and in our stories of her. She remains when we think of what she would have thought or said about something.

For the last couple of years, while my mother was unable to really communicate, I would often smile when I noticed something and think that she would have liked that. I would also actually laugh out load sometimes when I would notice something and think she would have really hated it. For example, Mom believed that fences made from PVC were too shiny to look like wood and should therefore be banned. To this day, I chuckle every time I see one.

My mother was not perfect. She had her demons and on many days succumbed to them. But she picked her moments and picked what was important to her and that was being a mother. She chose to focus on her kids and that reflected both a personal desire and her worldview. To her, children were paramount. They deserved happiness and safety and nourishment and a bright future, full of possibilities. And she wanted to give all of that to her children.

One of the lessons I learned from Mom was the concept of unconditional love. Of course she spoke of it as the love that a mother has for her child and she meant it as an expression about how she felt about me and that she would literally do anything for me. She would sacrifice for me; she would give her life for me, if need be, without thinking twice. She would love me no matter what I did. As a small child, knowing that there was somebody in the world that would do anything to keep you safe and make you happy went so much further than just feeling good. It was the foundation upon which to see the world as full of hope and possibility. It enabled me to dream. It let me think anything was possible, that any future I wanted was possible. Because, the world was a positive place. And when I see pictures of myself as a young child, I almost always have a smile. I was a happy kid and the world was a wonder, and my mom was largely responsible for that.

My mother believed in education. Being well educated was the one of the greatest achievements one could attain. And for this egalitarian woman, who believed that all were created equally and each deserved as much as another, she still was elitist when it came to things like education. Going to a top school was important and something of which to be proud. It meant that you were good enough to do something that few people could.

I used to say that my mother believed that every child deserves a quality private school education…and it would usually get the laugh that it intended, but she really did believe that. Of course, what she really believed was that kids deserved everything they needed to be prepared for a good life. And what she meant was that every kid deserved a high quality education AS GOOD as one could only find in a private school. That is one of the reasons why she was such a supporter of Charles River School and was so involved when we were kids and students here. She volunteered and worked on committees, helped to organize the school fair in the autumn, and ultimately served on the school’s board of trustees.

I think some of her proudest moments were when I received both my undergraduate and graduate degrees from Johns Hopkins. In a funny way, those were more important accomplishments than any of my successes in business. And perhaps that came from the fact that she herself was an academic. She graduated from Northeastern University and then pursued graduate studies in Psychology at both Northeastern and Rochester University. She was just shy of earning her PhD in Psychology when I was born and she turned her attention to motherhood over completing her graduate studies. After a number of years, though, she returned to academia and the lab and began research work again. I remember going to the lab with her during my childhood. She loved it. And she was part of the advancement of knowledge, among the highest pursuits in her worldview

For many things in life, my mother was accepting of diversity, different opinions, and different ways of approaching things. But not with grammar. Mom single-handedly corrected my grammar aloud for years until whenever I was writing I would hear her corrections if I were about to construct an improper sentence. Some of my favorite times with her over the years were the rare occasions when I would catch her in a grammatical slip-up. Those were very good days.

My mother was also responsible for my love of the arts. She loved music and theater and believed they enriched her life and wanted them to enrich mine.

One of the few things we really had in common over the years was music and theatre. While there was plenty of my music that she did not care for, there was a surprising amount that she did, whether it was “that nice stuttering boy David Bowie” or even Rush. Mom actually made me take her to a Rush concert once because she liked one specific song of theirs – The Trees – a song about equality. Thank God they played it! They only have about 10 thousands songs, so the odds were against us, but it all worked out.

One of the pivotal experiences of my life was attending Charles River Creative Arts Program. I fully believe one of the big reasons I can communicate well today, both professionally and personally, is because I learned how to perform here. My mother was responsible for my attending camp here. Not only did she sign me up and deliver me here, she also fought to keep me here. When money was tight and we didn’t have enough to fund camp tuition one summer, mom went to see Nissy Dewey to ask if there was a way to make some sort of arrangement to allow Adam and me to continue to attend. That summer, Mom ran the Apple Kitchen snack bar and Adam and I continued to attend camp.

So what is my mother’s legacy? I am. Adam is. And our kids, Carol’s grandkids, are as well. Some people leave the mark of a rich career or hundreds of friends when they depart the earth. And while my mother contributed to science and certainly touched her share of friends, in the end what mattered to her most, what she ignored other parts of her life to focus on, was Adam and I.

That’s a lot of responsibility, being someone’s legacy. But I will do my best to live up to it. How we live our life and how we touch others will be our own legacy but for me those are also based on the seeds planted by my mother. To love my family unconditionally and live by the ideals that I shared with my mother, that is my job. I will honor her by trying to do just that.

Compare and contrast to clearly define yourself

Mike Troiano, our CMO at Actifio, posted a great piece on our blog yesterday, CommVault vs Actifio. In it, he does a fantastic job of comparing and contrasting Actifio with one of our big competitors, to whom we are often compared. Most importantly, he draws the distinction between official positioning and product reality.

“On closer inspection Actifio and CommVault are in fact pretty different. They’re saying all the right thingsDifferences when it comes to defining the next generation of enterprise storage technology. But Actifio is delivering on them – today – with the only system purpose-built to do exactly that.”

There are many good reasons to write such a post, but perhaps the best reason is to draw a clearer picture of the company’s own value proposition by explaining how it clearly differs from that of the competition. Sometimes contrasting to something else is the best way to provide clarity on what makes you special.

“Rather than work up from the complex landscape of storage, Actifio works down from the application-based requirements of an SLA…Unlike CommVault, Actifio can protect data over the IP network or within a storage network, in either case delivering application- and/or crash-consistent RPOs, and heterogeneous storage migration.”

In the end, defining what you are not (and identifying the comparative weaknesses of the competition), it makes it easier for people to understand what you are.

My Next Chapter

You have a good job that pays you well at a solid multi-billion dollar company. Why on Earth would you want to go and join a startup? I have heard these words many times over the last few weeks as I have been contemplating the next step in my professional journey. Sometimes, they were asked by family or friends. Sometimes, by people at startups themselves.

The simple answer is I’d like to get on a rocket ship and help it to fly far and fast.

The more detailed answer has more, well, details…

What is this high flying endeavor, you ask? Am I joining a company that is powering the social media revolution with a new service? Am I getting behind the rapid change in how we use robots in every day life? No. I am going to join Actifio in Waltham in their quest to disrupt the data management and storage markets in the enterprise, and I could not possibly be more excited.

Once I convinced my wife that I was not going to a yogurt company, I explained to her, as I explain to all who will listen, that there are three main reasons I am joining Actifio as their new VP of Digital Marketing.

1. Actifio is already incredibly impressive.

For a company that many in the area have still not heard of, Actifio is about to become very well known because their story is compelling. They solve a real problem that enterprise customers need to address – the run-away volume of data, and copies of that data, that are permeating all businesses – and they do it in an simple, elegant way that saves their customers up to 90% on their costs in this area. Good story.

They have one of the most impressive leadership teams I have ever seen, let alone worked with, and they have already had tremendous success in previous endeavors. They are also moving as fast as a rocket ship (hence the obligatory image above) and growing rapidly.

2. The opportunity and challenge is compelling.

The marketing challenge itself is compelling – how do you take all of what has become possible in the last few years via social media, marketing automation, content production and distribution, etc. and roll it into a 21st century marketing model for reaching enterprise technology buyers that puts a human touch on a technical brand and drives awareness, customer acquisition, and creates evangelists for a great product and company…wow. That is a set of questions and answers to keep one awake at night pondering and now I get to help answer them.

3. Miketrap

The last piece is about my journey to get better at what I do and continue to raise my Marketing game. Mike Troiano, Actifio’s CMO, has long been one of my Marketing heroes. He lives out loud, tells it like it is, and is compelling in how he approaches humanizing and simplifying a brand’s story and driving Marketing’s contribution to a company’s bottom line. I have been quoting his maxims in my own work for the last few years and I really could not find a better person to help me in my quest to be a better marketer. To say I am looking forward to working with him would be an understatement.

Given all of that, this is the right step for me.

I have learned a lot and worked with some great people at The Hanover. I will miss my co-workers and I am sure they will go on to do amazing things. But, for me, I am ready to change my game and to raise my game and Actifio gives me a chance to do that.

I can’t wait to get started. Game On.

Photo Credit – Wikimedia

Thoughts on Branding

“How do you get people so revved up that they’re willing to slap a sticker on their car out of allegiance to the company, or tattoo their bodies with your brand” Ravi Sawhney

It used to be that a brand stood for whatever its company defined. It was a tag line, a logo, a design treatment, or perhaps the functional essence of the product itself. In the “golden age” of mass outbound media, companies (and their ad agencies) defined a brand for us. We either embraced it or we didn’t, but make no mistake, the communication was one way.

This level of control of the communications mechanism also gave rise to the notion that the company controlled the brand itself. Just as the command and control organizational model still remains in place today in many companies, this notion that the company controls its brand persists in many organizations. But companies cannot control their brands. Just as communications have inherently shifted to be democratized and multi-directional, so has the power to control what is said about a brand and how many people that conversation may reach.

If brands are really the public’s collective perception of what a company or product stands for, or as Brian Solis has said, the “culmination of shared experiences” with it, then the power has shifted to the user or customer.

This is neither a wholly bad or good thing. It just is reality and companies are not bystanders in this process. While they cannot CONTROL a brand image any longer, they can clearly INFLUENCE perceptions of the brand and can take actions designed to lead to positive impact on their brands.

Think about the brands for which you have the greatest affinities. Why are you loyal? Why do you evangelize on their behalf?

The first and most important piece of brand strategy is to design and implement the best possible user experience for the customer. The product or service needs to be great, remarkable even. But then everything else that impacts the customer’s experience with your company needs to be equally as good. Service and support should not only be helpful, but it too should be remarkable. In a sense, the best strategy – social, branding, or otherwise – is to generally “be awesome.” In short, you should try to imagine what you would want a customer to tell their friend about your company and then engineer experiences that would help lead to that outcome.

I tell my friends about Apple’s design and function because it has an impact on me. Even the packaging on my first iPod was so well designed I told people about it. I have had multiple experiences with Fedex’s service that was so good, I literally told people about it (my son dropped a regular mail envelope with a large check in it into a Fedex box once…long story).

Beyond the “what” (the product), and the “how” (what surrounds it), the “why” (the greater mission) is often the biggest factor in the affinity customers have for a brand and the reason that they evangelize on it’s behalf. Because of this, the second part of a brand strategy is to define that mission and invite users to join it, be part of it, and contribute to it.

And this brings us back to control vs. influence. Those companies that recognize their role is to define what they want to stand for and then to live that mission across all their interactions with the public – product, service or otherwise – will be successful in establishing the brand they would want to define if they had actually had that level of control. By living their brand, rather than just messaging it, they have a better chance to influence the outcome they desire. Maybe then their customers will get tattoos of their logos…

Photo Credit by TerryJohnston

Solving Problems is All That Matters

Solving problems and meeting current needs and objectives are the only things that matter…regardless of what is possible in the future.

It is easy for those of us who work on forward looking strategy to become enamored of what is possible, to see a cool vision of a future state that works better. But thinking about how to apply some of my takeaways from SXSW recently made this concept, that real tangible results are the key things that matter, really come together for me.

In an era when lots of things are possible, it is even more important than ever to focus scarce time and resources on those projects that help move the ball down the field to the goal line, whatever goal that is for your business, organization, or project. Because of this, it is imperative to tie efforts that use new approaches or technology to delivering a solution for current issues and not just for future possibilities.

This is equally true for startups with new products as it is for big companies using new technology or processes. The Lean Startup and Customer Development movements, which are revolutionizing the way startups come to market, hold valuable lessons for anyone who works on anything “new”, including those in large companies. The key concepts are that learning quickly what really works is of core importance and bringing a Minimum Viable Product to real potential customers yields a faster brush with reality about the real demand in store for your idea.

What’s possible is great but support and adoption come from those current needs. This is the difference between people liking your idea and needing your product/service today, or between thinking your project sounds great for the future and acting now to allocate funding and resources. Part of this is people’s focus but the other part is their capability to understand. Put something in the context that is real to them – “we can reduce time to market with product X” – and it resonates more than a possible abstract benefit – “people will feel more connected to their team.”

John Hagel talks about how change is more likely to be driven by threats than opportunities. Beyond the fear response being stronger than the interested response, I think this also likely comes from threats being concrete and related to today’s reality. What’s possible is in the future. What’s an urgent threat is in the present or at least near term.

So at the end of the day, how do we get to what is possible? I’d argue the most effective path is via solving for current needs and communicating the benefits of applying forward looking approaches or technology to meeting those current needs. Each time we take such a step, we lay the foundation for what is possible and one day people will wake up to find themselves there having traversed a set of steps that each solved a real concrete issue.

Image by Tomasz Stasiuk