Cast a Line and Connect the Dots

My husband isn’t one to enjoy casual networking, he still can’t believe lunches and latte conversations lead to meaningful new business. The issue for him is the time and patience it takes. By the time new orders, or something significant happens, he’s lost track of how that connection appeared in the first place. But I haven’t forgotten, I know we had that line in the water for some time. In my career, I’ve seen how genuine, patient, follow up can lead to new sales, strong partnerships and important visibility. I’ll share a few examples for the non-believers.

First, I was asked to speak on a panel recently on the topic of women in business. This wasn’t a hospitality targeted event or a corporate gifting audience, we were speaking to women working in all stages of their careers - full time, contract, just starting out, mid-career, with families, and seasoned empty nesters. I agreed because I was committed to sharing my story in the off-chance it might resonate with a woman in the crowd. After the panel, I received a message via LinkedIn from an attendee who said she thought her CEO would love knowing about our artisan gifts. She connected me with the CEO’s Chief of Staff, and I followed up. They then connected me to another individual, more follow up. Fast forward, and we’ve now delivered repeat orders to that global client, all based on the fact that I spoke on a panel months ago.

Second, even though our main target is corporate, we do sell gift boxes to individuals too. You never know who those individuals are giving a box to, who else they know, and/or where they work. Our marketing “speaks” to corporate, however, individuals order off the website from our full Gift Box Collection. In one example, customers have loved our gift boxes so much that they referred us to their favorite luxury vacation resorts. After several emails and phone calls, the resort executives then ordered our gift boxes for their VIP guests.

Lastly, years ago I read the book, Small Giants, and loved it. I enjoyed it so much, I took a train to New York City to hear the author (an editor at Inc. Magazine) and a featured CEO from the book, speak at Columbia University. Before the session began, I introduced myself to the speakers and invited them to come speak in Central Pennsylvania , where I lived at the time. I went home and followed up on my request. We worked on the details, and Bo Burlingham and Norm Brodsky came to Harrisburg to speak to entrepreneurs in Central Pennsylvania. Somehow, I managed to get two editors from a major publication to speak – no speaking fees – in our small city. It was a big success with entrepreneurs attending from all stages of growth. Later, I took the train back to Manhattan, to have lunch with Bo, ask questions and hear more of his insights on writing content. Looking back, that was a big moment in my life, when you realize what you can accomplish when you set your mind to something.

In our current business endeavor, we are lean and I don’t have time for days full of coffee meetings and casual lunches, I’m not suggesting that. I am saying that creating opportunities for selective outreach, with genuine intention, and persistence can be productive if you’ve laid the groundwork.

You can create your own path forward. Find your spot, set the environment, and cast your line. You might be amazed what it nets over the coming months.

Below is my signed copy of Small Giants (of course!) and a picture of our event coordinator (Jeanmarie Kline) , myself (the one with the rebel blonde streak), Norm Brodsky and Bo Burlingham. Still a favorite photo of mine!

Working the Second Shift

In recent weeks I’ve had several conversations with folks who’ve hit a season in life where change is looking pretty darn attractive. The voice calling them to blaze their own trail, launch a new company and step out of an unsatisfying office environment is growing louder. Many of the issues in the current corporate culture make it appealing for people to launch a second opportunity. They feel compelled to leave an uninspiring environment to forge their own path. Going out on your own is an exciting proposition filled with promise, high expectations and the thrill of tackling the unknown. It also brings a new level of unpredictability. One question to ask upfront, is this a business or a hobby?

Here are a few thoughts on the realities of this decision:

• Should I stay or should I go? The dilemma of deciding to move to part time in your day job or save money while you’re full time is complicated. I’ll say upfront, it’s also very personal. Remaining full time means all your business activity is relegated to evenings and weekends, which I’d suggest isn’t viable long term if business growth is the goal. On the flip side, scaling back your day job has a real impact financially, one that requires serious considerations of the ripple effects. I’ll address the part-time option here, since that’s the decision I made one year after we launched Red & Rugged. While going part time means you do have more hours to focus on your business, it also means you have to bring a daily focus to time management, because you’re now splitting that time with another role. Jumping back and forth between emails and phone calls related to two different roles is not ideal, and it decreases your ability to focus consistently on issues at either company. I dedicate full days to one role, to stay on one agenda and one business. I’ve learned to be more diligent about planning the week and what I have to produce each day – appointments, client communication, web content, social content, writing etc. Otherwise, the days slip by and little is produced. You have to be committed to the Sunday evening planning time, even if it’s 20 minutes. Discipline is key.

• Sustaining the pace. In the first year, you’ll have crazy energy due to the excitement and enthusiasm of the new business. Long hours can even be fun, especially if you love what you do. I’ve seen it many times with co-workers and colleagues. And I’ve learned this lesson the hard way in years past. Year two of a business is different. Assuming you require some level of normal sleep, self-care, from the beginning, is crucial. Translated, if you burn yourself out in year one, with late nights, all work, no play, you’ll burn yourself out for future years too. Looking ahead, you’ll need that energy to sustain, persist, and plow through the long days. Year one is setting the foundation, however, year two and beyond will test you even more as you learn valuable (some say painful) lessons that are inevitable and unpredictable. Brand building, closing sales, product development, finding talent, and of course, financial management, are just a few of the tasks that require a founder’s attention.

• A business or a hobby? You read it all the time in the business books: it takes twice as long and always costs more than forecasted. So true. That’s why investors love serial entrepreneurs. They’ve learned on someone else’s dime first. It’s also why the stats on successful businesses that make it past year three and five are so dismal. People run out of money, and/or the energy and will to keep going. (Remember, you are supposed to be enjoying the business.) Sales are key, and consistent, predictable sales is the goal. Revenue matters, and cash really is king.

Nothing happens without capital to invest and grow. If the decision is to run a business, you’ve got to attract revenue to gain momentum and offset your personal investments. This moves your company toward being a financially viable business, not an expensive hobby. There’s nothing wrong with a hobby you love, just make sure you know the difference.

Finding Artisan Works in this Season of Urban Craft Shows

The aroma drifting through the afternoon air might be one of hot Philly cheesesteaks, or the sounds could be those from the boats arriving on the Chesapeake Bay in Baltimore. Artists will be converging on both cities in February for major shows featuring handcrafted décor. A little farther away, on a plane ride to the chilly Midwest, ceramic artists will descend on a third show in Minneapolis. Buckle up, here’s a preview of the roadtrip ahead.

In the midst of a flurry of chocolates and red wine, we’ll be exploring the tastes and talents of Philadelphia. For the first time, our travels will take us to the American Handcrafted show, touted as the largest handmade wholesale show in the U.S. It’s been recommended by artists we already collaborate with, and who will be exhibiting. This event includes juried American and Canadian artists, promoting more than 500 artists in attendance. As luck would have it, we had already booked a weekend in Philadelphia, that same show weekend, to enjoy Valentine’s in the shops and restaurants of Center City. The narrow streets and festive storefronts around City Hall offer a genuine creative vibe, not to mention their proximity to Reading Terminal (Hello! Breakfast pizza!). A lucky twist of fate for us to enjoy two adventures on the same weekend.

We’ve mentioned the American Craft Council show in Baltimore before, an annual event we regularly attend. This show is ever-expanding beyond ceramics and forged metal, with more than 550 artists showcased. We particularly enjoy the shared Hip-Pop booths for emerging artists. We recommend you research who you want to see in advance. It’s a big show, and strolling the aisles to admire and engage with artists takes us close to four hours. The good news is, there’s usually a bourbon tasting right at the perfect rest spot on the conference floor. Even your taste buds will be stimulated!

The Midwest will be home to the NCECA show this year, quite the shift from Pittsburgh where we were lucky enough to drive last year. As an educational event targeting ceramic artists, NCECA is more focused on the skills and tools ceramicists need to enhance their craft. The beauty of this event is the collection of pieces aggregated in regional showcases on the exhibit floor.

We plan to share the fruits of our show travels with you in upcoming newsletters so be sure you’re signed up (see bottom of this page to sign up). A few gems will make it into our home, as is the case every year, and some will be the highlight of future custom gift boxes.

Rules of the Road When You're Partners in Life and Business

Talking business over morning coffee, finances over lunch and operations at dinner. If you’re not careful, this is what happens when you’re married to your business partner. To some, this might seem exciting, others terrifying. Long term, I’d suggest that a constant integration of the two worlds isn’t optimal.

Walking the marriage/business partner line requires a different awareness level than working with a business partner who leaves at the end of the day. Here, our goal is to have both a successful business and a fulfilling marriage, and avoid having the business become all-consuming. This isn’t as easy as it sounds, especially when you’re both passionate about the business and like to work.

The single most important change we made to separate work and personal, was to get back to a regularly scheduled business meeting. No missing it for our favorite TV show, or because I need to practice yoga, or he wants to get to the gym. Nope, our meeting time is sacred.

Consider these points, and the value of a set partner meeting where business issues get addressed on a predicable schedule. By absorbing most of the casual discussion around business issues, this meeting leaves more personal time for enjoyable conversation (or naps!).

Make note of the topics you need to discuss. I admit, I’m normally the guilty one when it comes to bringing up business issues randomly. With a set meeting now, I document the things that pop into my mind on our white board. They’re all in one place and the majority don’t require an instant answer. The spontaneous peppering of questions, however innocent it may seem, isn’t a great way to set the mood at home. Plus, it’s important to have a focused conversation and not be addressing business issues while you’re trying to cook dinner or do the laundry.

Consistent data points. Create a set of data points so both people are informed of key metrics. For example, when one person is doing the finances, the other person needs to be updated consistently. Data eliminates gray areas of question. If both partners are buying products, in our case wood vs ceramics, we both need to know the current status of the income statement. Other data points include social media and email marketing metrics, and web analytics. My partner is the “maker” in the business, however, he’s also a co-founder. He has good, objective business insights even though he prefers the maker space.

Regular communication. Talking about issues such as the timing of shipments, the hand-off of projects, the arrival of items, is necessary. In our case, I need to know when the gift boxes will be in the studio and ready for fulfillment. I can’t get gift boxes the day they ship and he can’t be expected to hand-craft a gift box overnight. Surprises aren’t good, discussing timelines is critical to a streamlined process and lower blood pressure.

Plan time off for the year. We looked at calendars during our December meeting and set time off throughout the coming year. Now we don’t have to pry open a long weekend, in the midst of projects, which is way more stressful. We have some flexibility built in, however, it’s marked on our calendars.

I won’t kid you and say it’s a perfect plan. There’s still overlap. However, the scheduled meeting has cleared the way for more relaxing personal time together. Namaste!

The Value of Playing Outside Your Sandbox

After five hours of driving through snow, sleet and rain, I answered my cell phone to hear the manager at our bed and breakfast destination tell us they were out of power – an ice storm. By now we were only fifteen minutes away. The Inn, and the associated event (the entire reason for the trip), he said, were in the dark. We pulled over and were still in shock trying to figure out what to do next, when the phone rang again. “Nevermind,” he said, “the power is back on.” False alarm.

This is just one example of our traveling life adventure. We drove five hours through dicey weather for an evening dinner, and then drove back the next morning to meet other commitments. The manager of the Inn laughed when he told us at breakfast the next day, “You get the award for the longest ride for a dinner.” It was a long twenty-four hours, but it was worth it. We received quite an education on how to showcase a spectacular evening of food, wine and hospitality, in a beautiful setting outside of Charlottesville, VA.

This business requires a lot of creative energy, as I’m guessing yours does. I get asked why we spend the money to travel to dinners and abroad if it isn’t directly related to a specific sale. But I say it is. It’s important for us to see first-hand how different professionals select their décor, host an event, and display their wares. How do others put on a show? How do they show off their products? What are their products? This is how you see trends and spot new ways of doing things. Or see what’s possible. Sometimes, you see what not to do.

Our travels have taken us down the road to Philadelphia and the Eastern Shore, up north to Vermont, along the Hudson in New York, and flying west to Colorado. We’ve also journeyed to Rome and Paris. These trips have inspired us to figure out how best to bring the beauty of the world around us into what we create in our artisan business - in terms of color, accent pieces and textures. We have a better understanding of just how many choices there are, with a lot more to learn. It has broadened our minds.

The expense of travel to locations and events outside our niche, or sandbox, is tied to business growth, creative energy and our own inspiration, I’m sure of it. You don’t have to travel around the world – although that would be nice – it’s amazing what you can learn from people just down the street. Saddle up, start your engines, hit the road. Play in someone else’s sandbox and see where it takes you.

Notes from a Living Postcard: Rome

Our recent trip to Italy was quite an excursion, this being our first visit. I’ve highlighted a few notes from our journal of adventures in Rome, to give you a sense of each day. I won’t get into the details of each tourist stop, for that I’d need an e-book, and more time. This is about how it feels to be immersed in the neighborhoods of the city. Ciao Bella!

Are those Palm trees? It was one of the first things we noticed getting off the plane. It never occurred to us that Rome was in a climate of Palm trees. Sorrento, we expected it to be balmy and Mediterranean. But Rome? We had not expected it. We need to get out more.

The minute you step outside and into the streets of Rome, you are in the thick of it. That’s the best way I can describe the feeling. It’s loud and boisterous, yet friendly. On the other hand, crossing the street, navigating between motorcycles and cars, is an act of pure survival. Riding in the backseat of a taxi is even more so. We’re still unclear how the drivers know when they can turn and drive on the active train tracks of the above ground transit lines.

It must be the narrow streets that seem to put you so much closer to the action (than in NYC by comparison). There appear to be minimal rules-of-the-road too, mere guidelines, except for the fact that motorcycles can do whatever they want, go wherever they want, and park wherever they want. The few times we were inside a car, I stopped looking out the front windshield at the chaos, and focused on looking out my passenger window. I figured, if I was going to go that day, I’d be looking at something lovely when it happened.

Black is the new black. Women sport chunky boots and black skirts or jeans, with helmets in-hand. And they wear it well, even in 90 degrees. It almost made me want to come home and buy a motorcycle. My rugged half definitely wanted me to do it.

Live music is everywhere. From Piazza Navona, to the Saturday morning market, to the side streets near Trevi Fountain. A budding musician plays at every turn.

We stumbled into an area known as the Ghetto, after being lost for 90 minutes when we tried to navigate our way home from the Colosseum, in the rain. (Note: The blue dot on GPS does not always show where you’re really located.) This streetscape was the silver lining discovery of Rome, with outdoor restaurants lining each side, and pedestrian only foot traffic. Pasta was being hand-cranked outside by the front door of the restaurant where we decided to eat dinner. The live entertainment arrived at dark to attempt back flips over a hand-held bar, in the middle of the street. I tried not to consider what would happen if they miscalculated and landed on our tables. The waiters seemed unconcerned.

Then there was the marching “tin man” as we called him. It was hard to imagine the miles he must cover in a day. (Remember, it was almost 90 degrees at the end of September.) He marched around the market, then showed up hours later at the Pantheon. And he was still marching. He carried the drum like a backpack, with the beat of the drumsticks tied to his shoes. Every time he walked forward, the rope pulled and the drum beat. His free hands then played a tune on the accordion. We had to give him a tip. As I said, a musician at every turn.

After four days in Rome, we were ready to hop our train and head to Sorrento to indulge in the warm breezes, Aperol Spritz, and relaxation of the Amalfi Coast. Rome is both intoxicating and exhausting. There’s no denying that you feel alive and energized in Rome, as all your instincts and senses are on alert. The people, and energy of the streets, command your full attention.

From left to right below: The Ghetto, Pasta making in the Ghetto, Trastevere neighborhood, Piazza Navona, Spanish Steps, “Tin Man”

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Office Renovation: Lessons in the Purge & Pack

It’s late in the day and we’re staring at our huge filing cabinet and bookshelf (read: heavy), trying to figure out how to move them out of the office. Since this involves a flight of stairs, it’s not a trivial task. My husband is looking at me, but I can’t carry those huge things down steps! We’re now into week five of the renovation, which has gone slightly past the targeted one week I had planned.

I’ve discovered that renovation is like a giant puzzle. It’s tricky and everything has to keep moving in sync for all the pieces to fit into a pretty picture - on time. I love the managed chaos of coordinating pieces for gift boxes, but not so much for my own office revamp.

To be fair, my husband got all his assigned tasks done on time; ripping out carpet, replacing the flooring and painting the room. Check! The challenge was really mine in not having all the furniture ordered a month ahead of time. (Where we would have put all those huge boxes, I don’t know, but that’s not the point.) Maybe some of you can relate on the patience this requires? Searching, reading reviews, dimensions and specs, delivery date changes… Lots of painful administrative details.  

This process reminds me of that little traffic toy where you have to move the cars around to get your piece through the traffic jam. You need to be thinking three steps ahead on shredding, purging, packing. Yuk. Who likes to do this stuff?! We need to pitch stuff from the storage room, to then make room for containers to move from the office to storage. Hmm, that means buying storage containers, doesn’t it? Next, deciding what to discard, what to shred, and then what you don’t need immediate access to because it’s now out of the office. The list is long.

In the midst of all this, the business still runs. Products need to ship…by the way, has anyone seen the shipping tape, and where the heck did we move the bubble wrap? Oh vey. This is the not-so-glamorous stuff, between family vacations, new client appointments, and traveling to meet artists. In the end, I had to suck it up and do it. Period.

If you’re still wondering about the bookshelf and filing cabinet I mentioned, two nice gentlemen arrived with a piece of new furniture, and we gave them cash to move the old stuff for us. We saved our backs and they had weekend cash! Yay!

The office is now 95% done. (It WILL be done by August 31st!) We’re waiting on one last furniture piece to arrive (the original piece was delayed until Sept so I had to nix it and start looking again). It’s already so much more clean, crisp and bright in here, and I do believe one cannot call forth creativity and new ideas, if you’re surrounded by clutter. If that's the case for you, as you read this, I feel your pain, but stop procrastinating and let the purging and packing begin!  (If you're not sure, here's my earlier blog on how this got started.) 

It All Began in Paris...

Looking around our office, it’s clear we are in a major state of upheaval as we dismantle furniture and pack up memorable bits and pieces in prep for our office makeover. Ironically, it occurs to me that the same thing is happening in our professional lives.

In addition to the complete makeover of our office, the other big change underway is that I’m transitioning from my full-time day job, into a part-time role, in order to focus more time on Red & Rugged.  This was a year in the making and it’s halfway to our ultimate goal.

We’ve both been thinking a lot about where we are in our careers and the next season of lives, especially since our kids are grown and gone, and we are both (thankfully) healthy. As I share in the About Us page, the call of the entrepreneur has been a steady beat in the background of my noisy life and my husband has been a craftsman since the day I met him. Even so, this change hasn’t happened without thought and careful planning.

The tipping point came last spring, on our first vacation abroad together – ever! We stayed 10 glorious days Paris last May and it was a magical, life-changing event. Time had suddenly become more valuable, as had flexibility and the freedom to do something different. We were both missing the creative element in our lives. We began talking about what we loved to do, where we enjoyed spending time, this business, our future, and what we wanted the next years to look like. Did we want to clock in and out for the next ten years? No can do. Immediately, I started talking about next steps and asking about options at work. (We were already in the midst of change at work, and thankfully leadership supports entrepreneurs in their midst.)

Someone asked me the other week if this was scary? Um, yes! Not gonna lie. However, to quote other successful entrepreneurs, “What got you here, won’t get you there.” A steady diet of the same thing isn’t going to elevate our business, accelerate growth, or spark the energy and creativity we need. And the “same old” isn’t going to attract the life we envisioned while day dreaming in Luxembourg Gardens. That comes from within and requires courage. So here we are.

In another week, when we open the new world headquarters of Red & Rugged (okay, our office), it’s all because my “rugged” half and I embraced the calling we felt on the streets of Paris and took the bold steps to move forward. We encourage you to do the same in your world. Open some new doors, close a few old ones, let’s see where we go!   

Marketing: The Magic & Mayhem of Year One

As we round the bend to close out our first year, we’re reflecting on the marketing decision points we’ve had along the way. As expected, some things have gone well, some not-so-much, and a few we’ll just have to wait and see. 

Investing in our website (web lessons here) and a professional photographer (photo lessons here) are two of the best decisions we’ve made.  As an online product company, the web is the first place people come to check things out, and it better look good!

Learning the timeline for advanced planning with a photographer, a full season ahead, took us some time. You need the best marketing photos at the right moment! Initially, we felt like we were always realizing it a season behind (An image of a gerbil wheel comes to my mind.). We had the gift box content, but the photos, and therefore web postings, were not in sync. Planning ahead is a real thing with an online product business. That can’t be emphasized enough. My gut says there’s more for us to fine tune on this front. 

Carrying sample hand-crafted, wood boxes into appointments can be a bit daunting, which means we needed the added marketing tool of sleek over-sized postcards. Approximately eight months in, we finally got them ordered through MOO. In some ways, this was the right time. It gave us time to learn what worked best in the gift boxes, and which boxes to feature. One could argue we should have bit-the-bullet and run with what we had sooner. Either way, we’ll be adding more glossy pieces soon, as the visual aspect is so important in our business. 

In addition to the postcards, we also have stickers that are applied during the wrapping of each gift box. And if you haven’t noticed on the gift boxes themselves, each box has our logo – either fire branded or laser cut - on one side. We keep our logo in front of customers in what we hope are subtle yet fun ways. 

While it’s a nice gesture to participate in Silent Auctions, one needs to understand the audience and come to terms with it being a true donation, not marketing. If the organizations’ clients don’t have an appreciation for artisan, hand-crafted items, odds are good they won’t see the real value in our work. Know thy audience! 

In terms of digital marketing, we are still processing all the options and challenges of the social platforms. We’ve taken to heart some of the best virtual, digital advisers (I.e. James Wedmore, Jenna Kutcher, Amy Porterfield) and engaged on the platforms (Instagram: @red.rugged or pinterest: redandrugged) where we feel most comfortable, and frankly can keep up (mostly…) consistently. Another work-in-progress. 

I’ll just say, it ain’t easy, and this is only one piece of the bigger puzzle of running a business. It’s all a reminder that starting a small business is hard, and time consuming. You better love it and have a real passion for the journey! That’s what makes it all worthwhile.
 

Goodbye to the Troll and Squatter Space!

There are days when the glamour of crafting beautiful gift boxes fades into the background and I feel more like a troll working under a bridge. These are the times when I’m typing away, surrounded by boxes piled high with packing peanuts, tape, and layers of bubble wrap stacked everywhere. If you're cranking out quality work in your own less-than-glamorous space, fear not, you're not alone. Like me, you may reach a point where the troll's time is up and a redesign is in order. 

I joke with my husband that somehow his workshop rivals the Taj Mahal and my office feels more like a squatter place. How did that happen? It seems crafting gift boxes out of a slab of wood takes only the best of tools…followed by good lighting, then jigs, a humidifier, more tools, then…. (read the earlier workshop transition blog). My content work takes a laptop and iPhone mostly, which doesn’t require fancy space to be functional, I must admit, although I did just have to upgrade my iPhone, if that counts?

On the shelves around me, where picture frames and my favorite books were once visible, now rests hardware accessories and ceramics for me to admire and “think about.” Yes, one has to think about ceramics. I like to look at new pieces and mull over the possibilities. Rows of inventory line the shelves too. We had to add another table so I could spread out the gift box line and consider those possibilities. (Some people think gardening is therapeutic, I like fussing with gift boxes and ceramic pieces.)
 
In my need to clear out space and evict clutter from my life recently, my plants took the hit.  I used to have a four-stalk corn plant in front of my office window, until I whacked it down to two stalks for more space and light. It does look better, albeit much smaller.  

Even the revered Garth Brooks’ shelf now shares the stage! My cherished 8 x 10 close-up concert photo, with his arms spread above as he’s rising from the stage (in the Garthzilla 90’s) now looks like he’s open armed and embracing several new artist ceramic pieces! (I can hear him singing, “Standing Outside the Fire?!...life is not tried, it is merely survived, if you’re standing outside the fire!”) I like to think Garth would approve of this entrepreneurial effort and the cool selection in front of him.  

I hear experts call this the “messy” stuff. Heck, I call it the messy stuff! But alas, enough is enough. We’ll start the transition from squatter office to professional space here soon. As we close out our first year, the time has arrived for an upgrade; carpet out, hardwood in, fresh paint, and some over sized rough cut lumber for shelving. Stay tuned, pics and such coming here and in the newsletter (follow us on Instagram to watch the progress more closely @red.rugged.). 
 

even Garth brooks now shares the stage with new ceramic pieces