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. 

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.