2 Keys to a Good Business Deal: Commitment and Reality

Sometimes, I catch customers off guard.

We’ll be having a conversation about a project, and inevitably they’ll ask, “What will that cost?” And I’ll reply, “What kind of budget do you have?”

That might sound naïve. After all, a sign is a sign. A display is a display. And they cost a certain amount, right? So I should just give them a quote and leave it at that.

But that’s not why I ask the question. The fact is, marketing requires commitment. There’s an old adage that says the surest way to spend too much on advertising is to not spend enough. You have to be willing to budget enough to get the job done properly.

Final numbers aren’t necessarily the issue. Commitment is. If someone describes an ambitious project to me, but is only willing to spend a fraction of what it will cost, we’ll end up too far apart no matter what I say. But if I’m given a realistic budget figure, I know that we can work together to get the job done right. I may give a little, or they may give a little—or both. But eventually, the objective is to complete the project to their satisfaction, at a price we can both live with.

That’s what business is all about, isn’t it? We’re traders, all of us. We exchange things of equal value—or should. Some people might think they can rip people off and get away with it, but in the end it catches up to them, one way or the other. It might be in lost business, or it might be in a damaged reputation. Meanwhile, they’ve hurt the other party, not helped them. And that will harm the customer’s ability to grow their business, which in turn is a detriment to the economy, not a benefit. Everyone loses.

So I ask about budgets right up front. It provides a basis for moving forward. If I hear a figure that’s realistic, I know we can work together. If not, I’ll suggest an alternative, and if that’s too expensive for their taste, then my advice is to try something different.

You have to be realistic, and honest. You can’t serve a customer any other way.

Mike Boyd is president of Creative Source, a Canton, Ohio sign company

Celebrating 20 Years: Relationships Make the Difference

“What’s your twenty?”

That’s another way of saying, “Where are you?” And it’s a great question to ask as we celebrate our “twenty” – the 20th Anniversary of Creative Source.

We’ve come a long way in 20 years. Dave Hess and I started the company with three other associates in 1996. We had previously worked together in the marketing department at Camelot Music, once one of the world’s largest music retailers. Based in North Canton, Camelot and other retail music chains began to disappear in the 1990s as the industry scrambled to keep up with the digital age. Seeing the handwriting on the wall, a group of us struck out on our own to form Creative Source.

Since then, the world has been turned on its head by technology. When we opened our doors, the Internet was still a novelty. Most people didn’t own home computers to connect to it, let alone enjoy the convenience of smart phones and other mobile devices we take for granted today.

The music industry had experienced rapid change in the 1970s and '80s. Record albums and 45s gave way to 8-track tapes, then cassettes, and then CDs. Movies and TV shows moved from VHS tapes to Laser Discs to DVDs and Blu-ray. Today, it’s all about the Internet and apps.

In the sign industry, similar changes have occurred. I recall when we were at Camelot and desktop computing technology became available. We were told that we could have one computer for a department of five graphic artists. (Our IT department thought they were being generous when they gave us 2GB of server space!) The breakthrough came when we finally got five computers (one for each artist), each with 560MB of storage, along with a scanner and a black-and-white printer—all for $50,000. Systems that are infinitely more powerful today can be purchased for a fraction of that cost.

Over time that computer technology, combined with the speed of delivery available over the World Wide Web, reduced production times from weeks or even months to just days, and sometimes even hours.

(An early version of our logo)

Even as we’ve witnessed breathtaking technological progress over these past 20 years, we’ve been reminded that some things are timeless. I remember Paul David, the founder of Camelot, saying, “Success in business comes from offering a great product, providing outstanding service, and building strong relationships.”

Maybe that’s why our company is built as much on relationships as anything else. Sure, we’re experts in producing signs, banners, displays and large format printing for businesses of all sizes. But, more than that, we strive to be a unique and innovative resource center for good ideas. We get to know our customers and help them develop cost-effective marketing solutions. It’s a formula that has served us well.

As we celebrate 20 years in business, I want to extend my personal thanks to all those who have been a part of the journey. What began out of necessity has developed into a small but powerful example of the American Dream. We’re honored to be a part of the community and hope you’ll join us in 2016 as we celebrate this important milestone in our company’s history.

Mike Boyd is the president of Creative Source, a Canton, Ohio sign company.

Where's Your Resolve?

The new year is still pretty new, so…how are your resolutions coming along?

It’s only natural that we would feel optimistic at the beginning of another year. Once every 12 months we get a new beginning, a fresh start.

So we tell ourselves we’re going to do this, or that. We promise ourselves that this year will be a better year. And we jump in with both feet, ready to make it happen.

Within a few weeks, however, things change. Why?

If you’re anything like me, the pace of life at the end of the year is different. I’m not talking so much about our personal lives—after all, the holidays aren’t exactly a quiet time. I’m talking about our business lives. Things slow down noticeably in December. People take time off. You can’t reach customers. Billings take a break.

It’s something we plan for. “You can’t get ahold of anybody during the holidays,” we say. So what do we do? We start planning for the new year. We decide to do things better. We set goals.

To put it another way, we make resolutions. And that’s a good thing. Every business or success coach will agree you’ve got to fix the right goal in your mind before you can accomplish anything.

Except, January comes. Business picks up. People start calling. Orders come in. Expectations are high. And those goals that seemed so attainable when things were quiet just a few weeks earlier get put on the back burner. Hopes, dreams and new ideas get pushed aside by a little thing we call reality. As the saying goes, you go back to working in your business, instead of working on your business.

Don’t sweat it. It happens all the time, to all of us. Rather than give up and give in, however, why not take an hour or two, right now, to revisit those plans you made last month, and figure out how to pursue them?

Think about it: When you had some time to clear your mind and your desk, you came up with some pretty good ideas. You told yourself you were going to do something about them.

So, do something about them. Pick yourself up, dust yourself off, and set your resolve again—right now, today, while there’s still time.

You solved your problems once. Now it’s time to resolve them.

Here’s to a successful year!

MIKE BOYD is president of Creative Source, a Canton, Ohio sign company.

A 'Holiday Wish' for You and Your Brand

“Happy Holidays!”

Two simple words, but they pack a lot of meaning. At the end of the year, when our nerves are perhaps a little frayed and we might be wondering what is going on in this topsy-turvy world of ours, just the sound of that cheerful phrase can make us feel better.

As much as we enjoy hearing those words, we also enjoy saying them to someone else. And, unlike other seasons of the year, we get to wish one another happy holidays for two or three weeks or more. When else during the calendar year do we get to experience so much friendliness and good cheer? And between total strangers, no less?

Branding isn’t quite that simple, but the idea is the same. What is it you’re trying to communicate to people? Can your message be conveyed with as much clarity and simplicity, while making people feel good about your product or service? Consider these can’t-miss slogans:

·         Just do it.

·         Have it your way.

·         Better ingredients, better pizza.

·         It’s finger-lickin’ good.

·         Melts in your mouth, not in your hands.

Those are just a few famous slogans we all recognize and can instantly associate with their respective brands. While your business may not lend itself to summarizing your brand in so few words, the lesson is clear: sometimes, less is more.

In our business at Creative Source, we regularly remind our clients that signs and banners are no place for long messages and lots of unnecessary words. It’s crucial to keep your message short and to the point. The shorter and more to the point, the better.

As a new year approaches, it’s a good time to think ahead to how you’ll spread the word about your company. What can you say to fill your customers and prospects with good cheer about your brand?

Whatever you come up with, keep it short, simple, and on point. Strive to make it memorable.

So...Happy Holidays. Happy New Year. And Happy Branding!

MIKE BOYD is president of Creative Source, a Canton, Ohio sign company.

Can't Create? Collaborate!

When we started Creative Source two decades ago, we came from a corporate marketing background. That experience helped us forge important relationships in the business community—not only with the creative directors and graphic designers at area advertising agencies, but also with our colleagues in other corporate marketing departments.

That’s still an important ingredient to our business success today. We promote signs, displays and printing as our primary product line, and people come to us when they need those things. But over the years we’ve also said we offer creative marketing solutions—and we do that by working in collaboration with our clients, vendors, and marketing partners.

The key to coming up with those solutions is listening. Clients tell us what they want. Vendors tell us what they can do to help provide the products and services that will help us do our job better. And marketing partners—graphic designers, business consultants, PR pros and other communication experts—provide us with perspectives we might otherwise overlook. In other words, they make us better at what we do.

The old adage “two heads are better than one” is true. When you combine your talent and experience with that of others, it makes for more effective problem solving. Not only that, it energizes you and gets the creative juices flowing.

In the corporate world, management often promotes team-building as a way for staff members to be more effective. That’s collaboration. If it works internally, it stands to reason that it will work externally, too, when we team up with other businesses and industry professionals.

At one point in my career, I was content to go to work every day, disappear into my work area, and do my thing. I was comfortable with my surroundings and my responsibilities, and didn’t see the need to expand beyond that. Today, however, that concept makes me uncomfortable! In order to truly move forward, innovate, and be creative, it’s important to grow in knowledge and increase our capabilities.

The quickest path to greater achievement is through collaboration. If you’ve hit a creative roadblock in your thinking, try going outside of your comfort zone by seeking the input and advice of someone on the outside. You’ll expand your horizons and strengthen relationships in the business community that will enhance your productivity, both now and in the future.

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio and the surrounding region look to Mike and his staff for creative marketing solutions.

Brand Extension: Turn Your Brand Equity Into New Opportunties for Growth

Much has been said in the world of advertising and marketing over the past 30 years about the concept of brand or line extension. Articles have been written. Books have been sold. Reputations have been made.

First, a word about the concept. Brand extension, sometimes called line extension, is what happens when a company known for a product or service in one category expands into another. Recent examples include such historic brands as Barbasol and Dole. 

Barbasol's line extension increased market share (Perio, Inc.)

For example, over the past decade Barbasol added several variations to its original shave cream (left); eventually, one of those variations, Soothing Aloe, became the most popular. They also branded a new line of pre-shave and after shave lotions, natural extensions of its shaving products. Together with a rebranding in 2013, these moves solidified Barbasol's position of leadership in its product category. 

Likewise, Dole, once known primarily for its canned pineapple, expanded its brand to include such eventual favorites as fruit juice blends and frozen fruit bars. There are numerous other examples of strong brands becoming stronger through brand or line extension.

Even so, to some experts, extending a brand dilutes it. Yet others insist that a well-planned brand extension can lead to greater overall market share. The debate goes on.

For our business at Creative Source, we extended our brand by adding services. We began 20 years ago as a design shop, and for a while took on all sorts of projects. Gradually, we realized that our strength was the design and production of signs, banners and displays, and later we added large-format printing to our list of services.

Installation description from the Creative Source website

Most recently, we’ve taken to doing our own installations as well, adding a service that we believe guarantees the integrity of our work and helps strengthen our relationship with clients. Signs, displays, printing and installations; all are related, and all are integral to who we are as a company.

Brand extension, properly pursued, can open doors to new opportunities for your company. Rather than diminish your capabilities and cloud your identity, brand extension can magnify who you are and what you do. And that can make a significant difference in today’s crowded marketplace.

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region look to Mike and his staff for creative marketing solutions.

Tips for Buying Business Signs: Some Things Never Change

I recently came across an article that was published more than a decade ago in Entrepreneur magazine, titled “Tips for Buying Business Signs.” Often we focus so much on how things have changed in business that it’s easy to overlook how much they’ve stayed the same.

Indoor signage communicates
a more personalized message,
like building employee morale

As the article quickly points out, signs are used indoors as often as outdoors, whether they’re hung from ceilings, attached to walls, or applied directly to surfaces. While outdoor signs are often more marketing oriented, indoor signs can do things like direct guests, communicate a more personalized message (like at a trade show) or even boost morale.

The materials used for a sign are an important consideration. As the article says, it usually comes down to lettering and types of substrate materials. At the time the article was written, painted signs were already on their way out. Today they’re nearly obsolete, having been replaced by vinyl, raised or engraved lettering.  Signs themselves can be made from materials as diverse as metal, wood, plastic and foam core, depending on the need and location.

A sign company needs to be able to
deliver what you need, on time and on
budget, no matter the challenge

Where the rubber meets the road, as the saying goes, is the design of a sign and how to choose a company that can deliver exactly what you need. In addition to color combinations, the article points out that “factors such as sign height, lighting and time of day can affect how easily the sign can be viewed.”

The article also emphasizes the importance of a sign company being able to provide the sign materials you desire, offer expertise in the planning and placement of signage, and give you the design and creative background necessary to help you achieve maximum impact with your project. Of course, being able to deliver those services at the right price can make all the difference.

Overall, the points made in the article still hold true. It’s important to trust your signs and displays to professionals who can get the job done right, do it on time, and work within your budget. Those are the keys to doing business that will never change.

You can read the entire article in the Entrepreneur article archive.

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region look to Mike and his staff for creative marketing solutions.

The Color of Money: The Relationship of Color to Marketing Success

Have you ever noticed the colors on the McDonald’s sign? Wendy’s? Burger King? KFC? Or countless other fast food restaurants?

On each of those examples, the dominant colors are red and yellow. And there’s a reason. Years of research about the effect of color on consumers has confirmed that red stimulates the appetite, while yellow is associated with cheerfulness. That’s exactly the combination of emotions those fast-food giants want their customers to experience.

The impact of color cannot be underestimated, particularly as it relates to conveying an effective marketing message.

Think about how some of the world’s other top brands use color. Coca-Cola is the prime example. A brand leader for more than a century, Coca-Cola and red are synonymous. The link to energy, appetite, passion and activity make red the perfect choice for Coke.

Likewise, John Deere and green are an ideal match, not only because of green’s association with nature, but also because it has come to represent care and concern for the environment. John Deere does more than make tractors and mowers and other tools; it helps us take care of the great outdoors.

And then there’s Google, with its understated, multi-color logo. That’s exactly what you want when you represent all things to all people. No matter what you’re looking for, or what you’re in the mood for, Google can help. Its representation of the rainbow in its logo helps convey that.

How about you? Have you ever considered how color affects the relationship consumers have with your brand?

Whether you’re creating a logo, interior or exterior signage, a banner, or a display, the colors you select—and how you incorporate them into your design—can make all the difference between being noticed and being just another voice in a noisy world.

The research I referred to earlier uncovered all sorts of fascinating information. For example, 85 percent of consumers cite color as the primary reason why they buy. Whether it’s a car, a dress, lawn furniture or just the design of an advertisement, color makes a huge difference.

Men and women have different tastes when it comes to color. Men overwhelmingly prefer blue. Women like it, too, but they also favor purple nearly as much. That’s why a lot of perfumes and cosmetics use purple in branding and packaging, while power tool manufacturers don’t.

There’s much more, of course, but the examples I’ve cited illustrate how the proper use of color can heighten awareness among your target customers and help your brand stand out.

Once you’ve decided on a primary color or colors, it’s important to use them on all of your branding materials: Logos, business cards, stationary, brochures, your website, your Facebook page, specialty items like pens and mugs, and anything else where your brand will appear. That includes signs, banners and displays—items we deal with on a daily basis in our industry.

Color is a powerful thing. It changed movies, the television industry and even our daily newspapers. Once upon a time, the world was largely a black-and-white place. Color made it come alive.

Used correctly, it can do the same thing for your company, and your brand. 

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region look to Mike and his staff for creative marketing solutions.

See the Possibilities, Not the Problems, and Stand Out from the Competition

Are you ready for anything?

It’s a question worth asking. More often than not, “anything” comes along when we least expect it.

Recently a client of ours was faced with that reality. His company had struck a deal with a national distributor to place product displays in the stores of a major chain. At the eleventh hour, despite a thorough process of testing, and having had input on the design, the distributor cited an unexpected concern and backed out of the deal.

The effect could have been devastating. My colleague’s company had changed the dimensions of their display specifically to suit the store chain’s requirements. They had thousands of displays already completed and ready to go—but nowhere to place them. They were facing the prospect of a severe financial loss.

Then along came another national store chain—this time, with no distributor in the middle. They loved the displays and said the new dimensions were perfect for their shelves. The two parties came to an agreement, and my colleague’s company had an even better deal than before.

Too often, we look at a negative event as if the window of opportunity has been forever closed. The reality, however, is that most of the time when one door closes another opens, and a new opportunity is born. Many times, that new opportunity is better than the one that came before.

I’ve mentioned before how Dave Hess and I were both designers when we started Creative Source. As the business grew, client demands created tighter and tighter deadlines, and we found it increasingly difficult to get things printed on time. So we invested in our own printing equipment. And that led to a change in our business; today, we work with some of the leading advertising agencies and corporate marketing departments in the region, helping their designers by printing and installing the signs, displays, decals and other graphic productions they create.

Today, our business is much different than the one Dave and I began with almost two decades ago, but it’s also a much better one.

Have you experienced what you thought was a major setback? Lost a customer? Watched as a deal fell apart right before your eyes?

Put it behind you. Look for the opportunities that lie in the road just ahead. What you choose to do in the face of adversity will make a profound difference, and may just help you stand out from your competition in ways you never expected.

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region look to Mike and his staff for creative marketing solutions.

Floor Your Customers with the Right Graphics in the Right Place

The key to more sales may be right under your feet. And everybody else’s.

I’m talking about floor decals, and here’s why.

I recently read about a new phenomenon that doctors are calling “iSlouch.” No kidding; people are hunched over so much, looking at their smart phones and other electronic devices, that it’s leading to back and neck problems.

Doctors are also warning their patients that so much time spent looking down at their techno-gadgets can shorten the neck muscles, increase the gravitational pull on the jowl area, and result in a drooping jawline—what’s being called a “smartphone face.”

Now, I’m not here to prescribe medical solutions for millions of Americans who are exhibiting these habits. What I am here to suggest is that this phenomenon represents an opportunity. If people are looking down so much, why not put your message where they’ll see it?

Floor decals are an often-overlooked method of displaying a name, logo, brand or message. They’re made of durable, slip- and scuff-resistant vinyl that holds up well under foot traffic and prominently displays your message right where people are looking: Down. They’re colorful and creative and can be made in a variety of sizes and shapes.

No, I’m not trying to add another new condition (decal droop, perhaps?) to the list. But the fact is, people are looking down more. Why not put your message there?

Next time you’re out, look at the people all around you, and see for yourself why floor decals could be just the thing to help you stand out in the marketplace.

‘Everywhere a Sign’ – So Make Yours Stand Out

Banners, signs and displays are everywhere—but are people getting the message?

Have you ever been driving down the road and spotted a sign with so many words on it that you don’t know where to begin reading?

You glance over, decide “I can’t read all that!” and turn your attention back to the road in front of you.

The sign might have been colorful, or contained a strong visual—maybe a photo, or a logo. But, because it tried to do too much, the message got lost.

We see it all the time in our business.

It’s been estimated that we’re bombarded with 2,000 images a day. In larger cities like New York, that number jumps to as many as 5,000. Sides of buses. Floors. Windows. Pens. Receipts. Websites. Shopping bags. You name it—if there’s space available, it probably has a sign or an image or an advertisement on it.

We’re battling sensory overload. That’s why, when it comes to your banners, signs and displays, it’s important to communicate quickly and clearly.

On one hand, the “tricks of the trade” aren’t tricks at all. They’re common sense. Shape, size, color and location all affect visibility. Ignore any one of them, and you’ve got problems.

Likewise, the font you choose, and the size you make it, affect readability.

On the other hand, you’d be surprised at the number of companies that take a do-it-yourself approach when it comes to graphically displaying their message. Knowing what message you want to convey is one thing; knowing how to do it effectively is another.

At Creative Source, we pride ourselves in being experts in the creation and printing of banners, signs and displays that cut through the clutter and reach your intended audience. We’ve been in the business for 30 years and know what works and why.

Standing out and getting your message noticed doesn’t have to be a mystery. It just has to be done right.

With so many messages competing for our attention every day, that can make all the difference.

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region look to Mike and his staff for creative marketing solutions.

To Thine Own Self Be True

I turn down work all the time.

Sound crazy? It’s not, and it shouldn’t be for you, either.

At Creative Source, we do certain things very well: Banners. Displays. Graphics.

We do them professionally, accurately and quickly. Clients looking for sign companies in Canton, Ohio and the surrounding region come to us for visual marketing solutions. These include shopping malls, banks, hospitals, schools, doctors, dentists, lawyers, manufacturers and more.

Dave Hess and I broke into the business two decades ago at Camelot Music, in the marketing and advertising department.  A big part of our job was to design and produce signs, displays and banners for more than 400 retail stores nationwide.

Along the way we learned that more than 90 percent of communication is non-verbal. What’s more, we humans process visuals 60,000 times faster than text. How many times have you heard people say, “I’ll believe it when I see it?” That’s not just a saying; it’s the truth.

We capitalize on that fact by producing great graphics for our clients.

So why do I turn down work? Because sometimes people ask me if we produce advertising campaigns. Or radio commercials. Or websites. And I tell them no.

Could we? Maybe. Probably. But that’s not who we are.

At Creative Source, we’ve found that the key to standout performance is to know what we do, and do it better than anyone else.

Banners. Displays. Graphics. We’re a one-stop shop for creative visual solutions.

Is your brand clearly defined? If not, identify the key products or services that propel your business forward, and focus on those.

We can’t be all things to all people. But if we’re the right things to the right people, we have a better chance of standing out and being a success.

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region come to Mike and his staff for creative marketing solutions.

At Golf Outings, Low Scores Aren't the Only Way to Stand Out

I played in a golf outing recently, and was reminded that sometimes, in order to stand out, you have to fit in.

It was a beautiful day on a beautiful course that is the centerpiece of a prestigious country club. Teams representing businesses and organizations from Ohio and beyond assembled early in the morning to shake off the cobwebs, warm up, and embark on a day of fun, food, and fellowship.

My company sponsored a foursome, and it included colleagues from the sales training, web design, and public relations fields. Other foursomes included the usual list of suspects: bankers, attorneys, accountants, contractors, craftsmen, corporate executives, salespeople, union representatives and more.

Golf outings are held to raise money and awareness. You end up spending most of the day with your group, which makes it easy to miss the big picture. Because outings provide remarkable opportunities for networking, learning and listening.

How many times a year do you have the opportunity to cross paths with so many fellow professionals in such a relaxed, intimate setting? To be honest, golf was the last thing on my mind. I enjoy the game, but I’m no PGA pro. What interested me most was the opportunity to meet and converse with a diverse group of business professionals.

Those opportunities were seemingly few and far between: early in the morning as players arrived; during a lunch break on the turn; in the clubhouse for drinks after our round; and at the dinner that concluded the event. In truth, however, those moments provided me with the chance to interact with others and find out more about their businesses.

It’s not the time for blatant sales pitches. Networking never is. But it’s a great place to meet people, learn about them, and let them know you’re interested.

And that’s the key—showing interest in others. You can’t do that if you’re always off on your own, or hiding in the shadows somewhere, keeping to yourself.  Standout performance is about more than just showing up. It’s important to put yourself right in the middle of the crowd, where you can meet people and truly interact in a social setting.

I’ve written before about how I had to learn to get out into the community and spread the message about Creative Source and our brand. I had to get out of my comfort zone and literally learn to fit in with others.

Golf outings aren’t the only way to do that, but they’re definitely one of the best. If you’re trying to build your brand, look for ways to do it with more than just your work. Participate in community activities, events, and organizations. Look for opportunities to interact with people in the business community on a personal level. In addition to helping others through your participation, you’ll stand out in the minds of your business partners and prospects.

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online.

Don’t Be Just Another Orange Barrel

It’s that time of year again, when the orange barrels are back out in full force on Ohio’s roads. Once winter subsides, road construction is the norm across the state.

In fact, we become so accustomed to it that we hardly notice they’re there. Depending on where we live and work, we pass by hundreds, sometimes thousands, on a daily basis. They’re little more than an orange blur.

So we take them for granted. They’re unremarkable. No single barrel stands out.

But what if one did? What if one barrel along the side of the road was different? What if it was a different color, with a different colored flashing light? I bet you’d notice.

And that got me to thinking: It’s no different with your business. If you don’t do something to stand out, you’ll be lost in the marketplace—just like those orange barrels get lost along the highway.

So what are you doing to make your customers notice you? What are you doing to make sure your message gets through? It’s all about branding—about making your name and your business memorable.

It’s a noisy world out there, and a competitive one. What are you doing to stand out?

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online.

Stand Up, Speak Up, and Stand Out

Toastmasters? What’s a "toastmaster"?

If you’ve ever wondered that, you’re not alone. So did I, at one time. But before your mind wanders off to an image of a cook buttering toast at the local diner, let me explain.

Toastmasters International has been around since 1924. It’s a non-profit organization that operates clubs worldwide that are designed to help members improve their public speaking and leadership skills.

It’s that last part – “improve their public speaking and leadership skills” – that drew me to a local Toastmasters chapter a few years ago.

Mike Boyd (L) and Dave Hess of Creative Source.*

Our business was growing at Creative Source, and, as president, I had to grow, too. We wanted to be known for more than just signs, displays and banners. We wanted to be known as a business resource for creative branding solutions of all kinds.

That required changing our message, and communicating it to our target market. In addition to joining Toastmasters, I participated in sales training sessions and began networking anywhere and with everyone I could.

Here’s the kicker: At the time, I thought I was doing all of that for me. And, to some extent, I was. Over time, however, I realized that the training I was going through was also putting me in a position help others.

Ultimately, that’s the most important part. Because it’s when we help others, and mentor others, that we truly stand out.

That really hit home for me when my daughter went off to college at Ohio State. She’s graduated now, but back then—due in large part to the new perspective I was gaining—I was able to describe college to her from a different viewpoint.

“This is the biggest networking event of your life,” I told her. “Every day you’ll be in the middle of 50,000 students, plus countless professionals who can help you get the most out of your college experience. Make the most of it.”

Instead of just thinking of college as a place where she could take some classes and party with friends, she followed my advice and built relationships throughout her four years there. Now, she works in communications for the university and is applying to graduate school.

We can have the same effect on everyone we come in contact with. Call it giving back. Or paying it forward. Whatever terminology we want to use, the key is sharing our knowledge and experience to benefit others.

That’s the kind of thing I’ve learned through organizations like Toastmasters. Stand up. Speak up. Turn your focus outward instead of inward. Not only will you be better for it, but the benefit you provide to others will make you truly stand out in the marketplace.

*Photo courtesy The Repository, Canton Ohio

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online. 

Moving Up By Moving Out

In my last post I wrote about the impact that Michael Gerber’s book, The E Myth, had on me personally, and on our business. The lessons I learned from it encouraged me to step out of my comfort zone and represent our business to the community and our industry. It paid off, and Creative Source has experienced more than two years of sustained growth.

One of the ways we accomplished that was to expect the unexpected. Just as the U.S. economy began to slide into a recession, our company was running out of space. The building where we had been located for more than a decade was too small. We needed something bigger.

Conventional wisdom said to stay put. The economy was bleak. It was no time to move. But we knew we had to, if we were going to grow.

We came across a former retail space in a small shopping plaza in the Belden Village district. At first, we thought what anyone would—who in their right mind would put an office and production facility right in the middle of a retail center?

The more we thought about it, however, the more we realized what a great idea it was. The location offered ample space for offices and a production facility. In the area most people would think of as a storefront, we envisioned a meeting place—a think tank and brainstorming area that could accommodate small, one-on-one meetings or large group conferences.

We leased the space, and today that vision is a reality. The first thing you see when you enter Creative Source isn’t a lobby; it’s a room we call the Idea Center. It has dividers, and tables, and chairs. There’s a video monitor and a white board, along with a place to make coffee or put out food.

It’s free to community organizations that need a place to meet. Professional groups have used it for seminars. We also take our clients there for conversations or to brainstorm.

The Idea Center has been a tremendous success for us. Yes, we’ve gained business because of it. More important, however, is that we’ve helped people, and made friends.

It’s also enabled us to give something back to the community. In recent years we’ve assisted several causes and organizations with service projects, and we’ve become active with local organizations like the chamber of commerce, Rotary club, and Toastmasters.

The point is, sometimes you can’t really stand out unless you know what’s out there to begin with. We had a need for more space. So did plenty of organizations in the community. By looking at things a little differently, we helped others even while we helped ourselves. By focusing our attention outside of the business, we improved things on the inside.

Remember the Billy Joel song, “Movin’ Out?” A few years ago we were doing just what the lyrics said—eking out a living and paying Uncle Sam with the overtime. We decided that if that was “moving up,” then we were moving out. So we did. And it’s made all the difference.

Stop by sometime for a cup of coffee, and maybe a dose of inspiration. See for yourself how the Idea Center has changed our business.

More important, ask yourself the question: What big idea could transform yours?

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online. 

Get Out of Your Comfort Zone

Reading Michael Gerber’s book was a turning point.

Creative Source had been in business for more than a decade. We had established ourselves and our reputation for quality work—or so we thought.

Along came 2008. An economic downturn swept the country, and we weren’t immune. During that time, and well into 2009, we lost 70 percent of our largest client’s business. They weren’t unhappy with us; they simply decided to save money, too, and do the work in-house.

It was the worst thing that could have happened to us—and also the best thing.

We learned that we had to develop a new operating model. We had to diversify. And we could no longer depend only on referrals and word of mouth to generate new business. We had to go out and sell ourselves.

None of us had ever really done that. We weren’t comfortable with it. But it had to be done, and, as president of the company, the responsibility fell on my shoulders.

That’s when I read Gerber’s classic, “The E Myth,” in which he stresses the need to work on your business instead of in it. In other words, as an entrepreneur, you have to develop systems that will run your business so that you don’t have to.

Essentially, Gerber says that if you’re in the middle of everything, doing the work—if you’re actually in it up to your elbows, shirt sleeves rolled up, consumed with day-to-day tasks—then you’re not truly an entrepreneur. You have to develop systems designed to get you out of that mindset, and into one of being an owner.

I also met Dean Langfitt, who became a close friend and business associate. Dean is with The Ruby Group in Akron, which is affiliated with Sandler Training. They’re a global management and sales training organization, and learning their innovative approach completely changed the way I fulfill my role as president of Creative Source.

Not surprisingly, things changed for the better. Fifty percent of our current client base came on board in 2011 and 2012, and we’re poised for more growth in 2013.

The evolution of Creative Source over the past few years directly corresponds to what I’ve learned about owning and managing a business. I’ve learned to think like an entrepreneur, and not like an employee. Every business needs leadership to survive. I had to get out of my comfort zone if we were to make it. As a result, today we’re poised for growth and are busier than we’ve ever been.

There are keys to standout performance. But they don’t just happen. You have to keep learning, keep moving forward, and keep adjusting to the demands of the marketplace.

What’s holding you back? I encourage you to get out of your comfort zone and do the things that are truly necessary to reach your goals, both personally and professionally.

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online. 

A Tale of Two Mikes

I started my career in the graphics industry working at a small print shop in Canton, Ohio called Edwards Printing. I was a jack of all trades, doing everything from working in the bindery to making deliveries to customers. But I worked hard and constantly looked for opportunities to learn and make myself more valuable. Eventually one of our largest customers noticed, and offered me a job. That customer was Camelot Music.

Camelot was one of the biggest names in the music retailing business. I went to work in their creative department and thought I had it made. We had stores across the country, and business was booming. The biggest names in the music business came to our offices. I met Phil Collins, George Michael, Cyndi Lauper, The Judds, Clint Black, Celine Dion and countless other artists.

It was pretty cool. I was content in my little niche, and thought I’d be there forever, or at least for a long, long time. Of course, this was before the Internet. People still went to stores to buy music instead of sharing it online. We saw the cassette replace the 8-track, the CD replace vinyl albums, and DVDs replace VHS tapes. Gradually, chains like Camelot began losing business to the Walmarts, Borders and Best Buys of the world, who began to aggressively sell music and videos at a discount.

The ride came to an abrupt end for us in the mid-1990s. Camelot filed for bankruptcy, and was eventually sold. Many of us found ourselves on the outside looking in.

The story turns out okay—Dave Hess and I took our experience at Camelot and started Creative Source, which we operate to this day.

But as I look back, I realize there were two different Mikes in that story. One took a little job at a small mom-and-pop business and turned it into something much bigger and better. The other took something big, and was happy to just keep things the way they were.

One stood out. The other one blended in.

That’s why I talk so much about standing out, in business and in life. When I think about the big-name artists, agents, marketing executives and music promoters I rubbed shoulders with at Camelot, I just shake my head. Who knows what opportunities might have been out there for me, if I had done just a few things here and there that would have made me stand out?

Instead, I was comfortable with the status quo.

It’s a lesson I try not to forget. At Creative Source, we strive to stand out from the competition in everything we do. And we counsel our clients to do the same.

How about you? Are you letting opportunities pass you by? Or are you paying attention to detail and doing the little things that will get you noticed?

It’s all about standout performance. And it can mean the difference between success or failure, in business and in life.

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online. 

Do You Stand Out?

That’s what I like to ask our clients from the very beginning.

It’s the basis for everything we do at Creative Source. Do you stand out? Does your message? Your reputation? Your product?

People can come up with a thousand different theories about marketing—and they have. But the bottom line is, you want to grow your business. You want to generate leads. You want to expand your customer base. And you can’t do it by blending in with everybody else.

You need to stand out.

The same holds true in your career, and in life. We all want to be successful. We want to be in control of our careers. We want to live fulfilling lives, in good health, with enough money to be comfortable and do the things we enjoy.

To get ahead in the workplace, you need to be better than average. You need to be better than good. You need to be great. You need to stand out.

Ever notice what they say in Hollywood when they announce the Academy awards? “The Oscar for outstanding performance by…”

We appreciate things that are better than average, and like things that are good. But we reward things that are outstanding.

That’s the purpose of this blog. I’ll share examples of what I call standout performance, learned and observed over my years in marketing. I’ll share client stories, personal anecdotes, or just things I’ve heard along the way.

The goal is to remain focused on that one concept: To be at the front of the pack, you have to stand out from the rest of the herd.

See you up front.

MIKE BOYD is president of Creative Source,
a marketing solutions company in Canton, Ohio. Click here to visit them online.