CEO Myron E. Ullman III from JC Penney – Holding back about 60% of inventory . . . far more than just the 20% held back last year.

CEO Kip Tindell from Container Store – Cut prices in his store across the board by 16% this year.

CEO Steve Sadove from Saks – Hesitant to cut prices but has done so by using different fabrics to lower costs.

CMO Barry Judge from Best Buy – extending their offerings to include things like “electric cars.”

CEO Gary Friedman from Restoration Hardware – Actually raising prices on some great new designs in furniture.

So with everything and anything going out there what do you think? What do you think retailers should do?

Tell us about your book.

The Inclusion Paradox: The Obama Era and the Transformation of Global Diversity has to do with the fact that rather than putting all our energy into finding similarities in order to get inclusion, we’d be better off in constructively knowing how to call out our differences. Paradoxically, it is by focusing on those differences that we find true inclusion. In looking at and only focusing on similarities, we paper over differences that are real and therefore don’t enter into relationships, conversations, products and services that take into account our differences.

We need to put into effect how we want to be communicated to, what motivates us, what inspires us. So if corporations want to find true inclusion, they must be more effective in constructively identifying what those differences are and then designing programs, etc that not only appeal to the consumers, but also enable those employees to give their best back to the company.

In the book, I suggest a topical application of these inclusion principles that span a broad range of categories. I also discuss how corporations can design their benefits, health, retirement savings, and work-life flexibility to best suit their employees’ needs.  [n addition, I’ve included a chapter that talks about how the arts – dance, music, etc. – are on the cutting edge of the diversity inclusion discussion.

What do I mean by Obama Era? We are living in the era that made Obama possible, meaning that if we did not have the demographic shifts we’ve had in this country, (minority migration, etc.), not had rise of a Millennial generation, digital generation, X’er harnessing of the internet for purposes of social networking, if we were not in a time of great tumult politically and economically, we would not have an African American or mixed-race president in White House.

This is a time of great upheaval where the world is not flat but upside-down. This opened up an electorate to alternatives they might not have had before or been willing to consider. We witnessed the coming of voting age of a new generation, an era where technology evolves from information to social networking, and people of color now are powerful voting blocs. The Obama Era has to do with the era that made him possible…and also about the man himself. His unique perspective, whtehr one agrees with it or not, will further define this era. In the book, I focus on the cultural implications of the Obama Era on the work of diversity and inclusion.

How did you get started as a writer?

I always loved to write, even as a little kid. I’d get in trouble for not paying attention in math class because I was writing a story instead of paying attention to the teacher. One time, I watched a clip on TV of the Indy 500 in Peru, and wrote a story about an intergalactic race called the Pluto 500. In the fifth grade, I wrote a guide for French rats and visitors called “How to Survive the Sewer Pipes of Paris” with friend who was an illustrator. A teacher saw this and thought the story and illustrations and thought it was pretty cool. So she sent us down to the principal’s office to show the principal my story. Unfortunately, the context for this was not explained to the principal who thought I was “being sent down to the principal’s office” for having done something wrong and he castigated me out of the misunderstanding. This was my first true experience with writing and I discovered for the first time that writing can inspire and be controversial. I’ve been writing ever since. I later went to the Medill School of Journalism. I wanted to be a global correspondent and ended up with a History degree with an emphasis in political science and journalism.

Why do I write? For the purpose to enact change. That’s what drives me. I’m not interested in just reporting. I want to understand the whys for things, what do they mean for us, and how can what we learn give us insight and direction for new positive change for society.

So how does this tie into my role as Chief Diversity Officer? I hadn’t intended to be a CDO. It was not a clearly established role when I started my career. A series of circumstances led me to this role. Social change journalism surfaces things that are hidden and bring them to light and makes connections about what they mean and implications for the reader. As CDO, the role is the same. It is about surfacing hidden issues and bringing them to the light, and looking to see how we can make things better?. I do this as a leader, and writing is part of enabling change.

Favorite books (especially for writers)
My favorite books? On Writing Well by William Zinsser – a classic but I refer to it often. It is an inspirational and practical bible for writers that want to write in a memorable way.
Strunk and White’s Elements of Style and Bird by Bird by Annie Lamott are also favorites of mine.

I am also a big fan of Latin American literature — Mario Llosa Vargas, Gabriel Garcia Marquez in particular. I also enjoy Southern American writers like Faulkner, Flannery O’Connor, and the contemporary author Pat Conroy. Interestingly, all of these authors are Catholic. I didn’t realize this for the longest time…what is it about this?

These writers all write about the naturalness of the supernatural that’s just a part of life….that’s how life is. These writers share larger-than-life characters, pathos and ecstasy, and the celebration of the full spectrum of emotion that makes up our lives. I also enjoy African American writers: Alice Walker, in particular. Another of my favorites is Toni Morrison. Her novel “Beloved”  is truly haunting and still gives me goosebumps just thinking about it.

The Best and Worst Part of Being a Writer?

I once heard this question asked of another writer. He was asked if he loved writing. He paused and finally said, “I hate writing, but I love having written.”

Advice for other writers?

Be disciplined. It’s fun to talk about great ideas, but in the end if you don’t write, you have nothing. It’s about writing and making it a discipline. What helps me write is to make sure almost every day I sit down and write something, whether a sentence, 150 words, or maybe I’ll have a burst of inspiration and end up with 2000 words. Make it a habit to show up during your best, most alert writing time. My best writing times are 8 to 10 am and 8 to 10 pm.

My greatest fear? Losing what I’ve written….a computer system crash, for example. Save often, save frequently, back up your data, email to yourself…in short, be obsessive compulsive about saving your writing.

For more information on Andres and his book, visit www.inclusionparadox.com, his blog.

What does it look like to build trust online? Maybe showing rather than telling will be more helpful. Let me start with an actual campaign I am currently implementing.

Event: A live event in Chicago teaching social media

Target market: Lawyers

Date scheduled: Last two weeks in October

1.  I started by going through my network on LinkedIn
2. I limited my search to those in my network
3.  I discovered I had 318 lawyers in my network
4. I created what I call a two-step email–first a query to find out if there was interest, and
second, if interested, an email to present the workshop offering.

I have used this approach, again and again, to connect with people that I know as well as those I don’t. My approach is to ALWAYS be as authentic as I can be and to create a connection.

What else? I also really work on my emails to these new connections making sure I make my request simple and short. So a script might look like this:

Dear X,

I am currently in your network and wanted to reach out and ask if you might be interested in a social media workshop I will be hosting in Chicago at the end of October? I have over seven years of experience helping thousands learn to leverage social media tools like LinkedIn. Please let me know if you would like me to send more information.

Best,

Melissa Giovagnoli

—————————————————————

But, of course, each campaign you create is unique and should be as tailored as possible to create the best “first impression.” That takes some time and thoughtfulness, but, if you build a network of connections, one good first connection conversation, at a time, you will go a long way toward starting a “trust continuum” that will have a long-term payback.

There is no question that selling today bears no resemblance to selling a year ago. At the same time there has been one area in business that has realized a decided growth–the development of social networking. Social networking most simply defined as online networking has grown and will certainly continue to grow perhaps even more so during these fearful times. So what can you be doing as a business owner to capitalize on these low-cost, no-cost marketing and sales tools that are like super express trains helping accelerate top line sales success? Following are three key strategies you can implement immediately to capitalize on a real “Network Effect” for your sales initiatives.

First, choose just one social networking platform to master. Why? Over the last twenty years I have worked with some of the best companies–Motorola, CNA, American Express, Hewitt, UBS and so on with leaders who were constantly searching for the best and most successful tools to grow their markets.  When they asked me to offer my suggestions, the successful results I have seen kept leading me back to social networks and social networking strategies, but more specifically, the strategy I have found even more successful is to master just one platform rather than try to learn and then leverage mutiliple platforms.

My number one prediction since its inception has been that LinkedIn would become a leader in social networks for business.  Now with more than 35 million users, the average age being 41, with all Fortune 500 companies represented with literally hundreds of employees going up to the C-Level, LinkedIn is a platform that can help cut sales cycles by 30% or more. For the last six years my organization has used LinkedIn to help more than 3000 professionals use  how to use LinkedIn to grow their sales and recruit top talent.

Second, because networking at its core is based on building trust, I have seen that social networking strategies can help with not only generate new leads, prospects and customers but also upsell new account opportunities. The real question to ask when growing your network today would be, “Who are the super connectors who my company’s sales professionals can build trust with to create continuous introductions into new and existing accounts?”

With the many leaders I have met over the last two decades it was not until the development of online social networking sites that any of us discovered there would be millions of people who have top-level networking skills and be  “ready, willing and able” to make introductions to key decision makers, or at the very least, are people who are Two Degrees or just one person away from the key decision makers at almost any company. Semi-conductor companies, insurance , high tech–you name it, all industries have top-level networkers who are accessible. Why are these people so willing to help others? They see the networking as “opportunity expansive” instead of “opportunity limiting.” Another name for these people is “Open Networker.” ,The good news is that anyone can build a base of connections to these professionals who will make valuable introductions. And now an introduction has become the new referral. And the cost? Nothing. And the time? Well if a cold call would be considered a Six-Degree Connection what would be the time savings to realize, instead, a Two-Degree Connection?

Third , perhaps the most interesting reality is that social networks are just hitting their stride. As business professionals move from becoming aware of social networks for top line sales to a recognition that they are relevant to building trust faster to acquiring and taking ownership of new accounts to leveraging even more new sales as your customers begin to see you as a leader in your market and then choose to leverage your brand out to even more new potential customers, you will be well on your way to realizing your top line sales vision through your relationships.

Social Networks are here to stay. The only real question is will you be one of the early adopters who leverages their usefulness or will you be one of the Laggards (a company who progresses slowly and falls behind the others)? It’s really as simple as that.

Top Learning Point: Know the Four Stages of Branding to Take Optimum Advantage of Top Line Sales

1. Brand Awareness – Your market needs to first be aware you are out there before they can begin to recogize that you have something that might be of value to their business.
2. Brand Recognition – Once your market is aware you are out there they need to recognize that you offer products and services can help their business become more successful.
3. Brand Ownership - Once your market recognizes your value they are willing to engage you as a vendor partner. Youare first, more of a vendor than a partner perhaps, but, if you know how to continuously listen to your customers’ needs and respond sometimes even create new products and services to serve them, you will quickly turn into a partner.
4. Brand Leverage - And when your customers become real partners with you, you will then find even more opportunities such as co-creating with them through joint ventures and, most certainly, realizing the very real benefit of them naturally spreading word-of-mouth endorsements for you fine work. In other words you will realize the best top line sales opportunities.

I do call a lot of us in this country “consumptionholics.” I also found myself playing this role at times. But not today. Not this month. Not in the near future.

What would you do? If you don’t have an answer I’ll give you some of my own.  For those executive at AIG and, in fact anyone who gets a bonus this year, think of giving some to those in need. There are so many food pantries that need extra food. There are so many children who need clothing. There are so many places to volunteer.

And if for some reason the bonus monies have not left the corporate coffers yet . . . stop. Don’t give out bonuses for “retaining top talent.” As one of my colleagues said, “Why would these companies be afraid that these people will go elsewhere? Where is there to go? Who is hiring?”

So, Tom Peters. I’ve watched you over the years. I always said I would like to be more like you. I appreciate your thoughtfulness in this time and there is no question you have a great heart. Now, even though this economic bust has already occurred, please continue to use your influence next year to help people wake up and walk out on the craziness that this year has seen. Keep promoting the idea of giving and social responsibility–especially to companies that don’t seem to get that consumers CARE what goes on inside the corporate walls–between cubicles and departments and inside and outside of boardrooms. Keep promoting strategies that show companies how to “do well by doing good.”

In the end, the more people who speak out against greed like you have done the better off we will all be. Thanks Tom.

To this end his focus is on such things as "developing cheaper renewable energy, commercializing plug-in vehicles, increasing capital to small business in the developing world and predicting and preventing emerging threats such as environmental conditions and climate change" as Brilliant offered in Carter’s article. This is a wonderful set of goals.

However, the question I have is how can we achieve these goals faster with better results? I offer the concept of Networlding as an approach. First, let me preface my thoughts by saying that the Networlding methodology which we sell to the for-profit world is free to the non-profit world. Any non-profit professional wants to have our e-guidebook and e-booklet can email us (www.networlding.com) to get a copy. We also have consultants who are willing to help with initiatives that want to use the methodology.

To this end some of the key pieces would look like this:

• the creation of an action plan that is grounded in values; we recommend the four values that have been used with great success by my friend and colleague, Susan Davis which are: "making a difference, integrity, collaboration and innovation." We have found these values accelerate the success of any group initiative.
• the development of a leadership team that mentors in small, manageable groups other small groups of "leaders-in-waiting."
• constant, incremental support and facilitation of small groups working together for a common goal while also getting support from one another to achieve individual goals.
• sharing the best practices back to all the participants.
• and finally, "doing well by doing good." As Carter commented, "Many corporations have learned that investing in philanthropy attracts concerned investors and talented employees, builds brand loyalty, burnishes reputations and helps create a healthier and more prosperous economy for all of us." Why is it so simple for some to get and others its a foreign language?

Of course there is much more detail in the methodology and non-profits such as Brilliant is running would benefit from the many learnings we have had throughout the last couple of decades by the growing members of The Networlding Partner Alliance. So, if I only could work with Larry Brilliant . . . .