Exceptionalpeoplemagazinemayjune2017issue by Atela Productions, Inc.

May/June 2017

Five Common Mistakes That’ll Stop You From Getting Clients Who Pay You What You’re Worth How Do You Define Personal Success?

From SUBSTITUTE TEACHER to GLOBAL MARKETING GURU

Jeanniey Mullen

Founder and Publisher Editor-in-Chief Monica Davis Editors/Writers Marla Gem Jon Crump Company Writers & Contributors Donna Carletta Kathy Kentty Pat Markel The Masters Jo Condrill Dr. Michael Finkelstein Judy Hoberman Chris Hogan Annemarie Cross Other Contributors Greg Williams Andrew Horton Art and Graphics Designer Jenette Antonio Sityar

Exceptional People Magazine is published bi-monthly by Atela Productions, Inc. The opinions of the contributors are not necessarily those of Atela Productions, Inc. Exceptional People Magazine is a copyright of Atela Productions, Inc. The contents of this publication may not be printed, copied or distributed without the express written consent of the Publisher. Copyright © 2017 All rights reserved. For advertising information please contact. The advertising department at 703-273-2035. Contact us: Atela Productions, Inc., 2961-A Hunter Mill Rd., PMB 624, Oakton, VA 22124-1704 www.exceptionalmag.com

P R O D U C T I O N S , INC.

Letter from the Publisher Dear Friend: When I started my business many years ago, I never thought I would have the kind of impact that I've had on hundreds of thousands of lives, although I had a strong feeling that I would make a huge impact in some way. My vision was always to help others share their unique message and story with the world thereby allowing thousands of others to learn from their successes, failures and life experiences. With faith, perseverance and lots of patience, I continue to fulfill my vision even as I encounter challenges. You have the ability to do great things whether it’s by starting a business or through your own personal endeavors. Whatever we do, we can make significant changes that impact our community, the world and ourselves. I encourage you not to give up in the midst of adversity or the challenges you face. Whether you're experiencing challenges in your personal life or in your business you can effectively deal with them and overcome them. Seek the support of those who can help guide you in the right direction. Sophocles once said, "There's no success without hardship.” Challenges help build strength, character and unshakeable determination. Hold strong to your vision, your purpose and your values, and you will succeed. As always, I thank you for your loyalty.

Stay tuned,

Monica Davis

Contents Extraordinary Profiles

Jeanniey Mullen From Substitute Teacher to Global Marketing Guru

Mastery Series

Annemarie Cross Five Common Mistakes That’ll Stop You From Getting Clients Who Pay You What You’re Worth

Life is too short not to enjoy the beauty that surrounds you. Wherever you are, there’s something about this world that you can appreciate and enjoy.

From SUBSTITUTE TEACHER to GLOBAL MARKETING GURU

Jeanniey Mullen

EXTRAORDINARY PROFILES

eanniey Mullen would have been one of those grade school teachers that you never forgot. She’s kind, bright, energetic, and has a disarmingly down-to-earth manner. And forget enthusiasm. Hers is so infectious that even the most sullen of students would have been inspired to sit straight and stop doodling.

But what’s most astonishing about the new Global Chief Marketing Officer for Mercer, a world leader in talent, health, retirement, and investment consulting, is her generosity of spirit. Mullen shares her voluminous knowledge of digital marketing the same way your favorite teacher helped you solve a tricky algebra problem: She’s not keeping any secrets. That’s because her mission is to unleash the potential of everyone she works with. She’s interested in everything and everyone - particularly the creative ideas that no one else asks about. So it’s no wonder she credits much of her success to her early passion and training as a teacher. But Mullen’s story gets even more interesting. While a coed at University of Pittsburgh, her father continually urged her to pursue a career in business rather than education. It wasn’t long before she realized he was right: Teaching jobs were scarce, even if she did hold a master’s degree in teaching. So scarce, in fact, that for rent money she took a job in a department store call center. Fielding customer complaints all day is not what most people would call inspirational. But Mullen is not most people. Speaking to disgruntled customers, she soon realized that her words and manner had the power to transform the company she worked for, one buyer at a time. She was promoted just as the company launched its first web page and email communications. And so, while the world was still revolving around twentieth century marketing methods, Jeanniey Mullen had the vision May-June 2017 | Exceptional People Magazine

to see that email was going to overpower those methods... and soon. This vision propelled her to author three books to date, including Email Marketing: An Hour A Day. As an entrepreneur, she has started five innovative companies, each shaped with the digital future in mind. At advertising powerhouse Grey Group, she started the world’s first ad agency email marketing division. At Zinio, she launched the world’s first digital newsstand, a move that multiplied their user numbers to over 20 million. She was then snatched up by Barnes & Noble, where she transformed the company’s fledgling NOOK digital reader into a user-friendly appbased business as VP of Global Marketing. Today, Mullen presides over the marketing for Mercer’s 140+ offices worldwide. She serves on the board of Marketing EDGE, was named Networker of the Year by the Internet Marketing Association, and chairs that association’s Women’s Leadership Group. Like many teachers, Mullen has a way of making people feel comfortable and included even when they’re learning. Our interview with her is chock-full of practical insights for anyone who wants to know more about smart business strategy in the digital age. Monica: Your talents and skills have created corporate giants in several different industries. Can you describe your journey from earning a degree in education to becoming a marketing mastermind? Jeanniey: I went to college at the University of Pittsburgh, and I was convinced that my calling in life was to be an elementary school teacher. My dad would take me out to lunch once a week to make sure that I was eating real food. Every time, he would beg me to switch my major to business or law, or to something that he thought would enable me to make money.

EXTRAORDINARY PROFILES Being a standard college student, I insisted that he didn't know what he was talking about. I was sure that being a teacher was the absolute future. When I graduated, I was a student teacher for a while, and I had some temporary assignments. I have always loved inspiring people to think creatively, to think differently, and to learn ways to problem solve. So I loved teaching. But there were no full-time teaching jobs where I lived in Pittsburgh. Out of desperation I got a job at J.C. Penney, answering customer service calls in the call center. I loved that too. I was talking to clients all the time and working with a team. After a few months, I was asked to move into a management role. My employers were impressed with my ability to work with team members, to help others learn and understand difficult concepts, and to motivate people to accomplish more. They offered me $18,000 a year, which was much more than I was making as a teacher. I was blown away that my dad had actually been right.

When you apply those skills – not just to the internal business teams, but to clients and customers - you can change behavior. You can motivate customers to be excited by a brand or to make a purchase. I'm extremely grateful that my teaching education enabled me to move forward from a marketing perspective. It trained me to always keep the customer at the top of mind. It showed me that the motivation that you give to customers is what drives results and brand strength. Monica: Is that when you realized that marketing was your calling? Jeanniey: Yes. I worked my way up to the corporate office at J.C. Penney. I ran corporate customer relations for five different businesses. It meant that if a dissatisfied customer wanted to complain to one of the CEOs, our team tried to work with that customer from a brand perspective. J.C. Penney had recently launched its first web page, we spoke openly with customers who were emailing the company. It dawned on us that digital marketing enabled

us to create brand-specific relationships with customers in a way that had not existed prior. That’s when I knew that email, digital, and database marketing was my passion – and true calling. Monica: You used digital marketing to build strong company brands like Zinio, and helped them expand their consumer bases by millions. When did you realize that the digital platform would be the saving grace for steady growth? Jeanniey: I got a taste of it around 1999. When I realized the power that email offered customers, and the opportunity to leverage data, I knew it was the beginning of something incredible. Afterward, I moved to Grey Direct, Ogilvy, and on to Zinio, where we launched app-based marketing. Digital marketing was an absolute game-changer. It actually improved the way people lived their lives. By integrating this into daily life experiences, we could secure more mind share from our target customers. We could build businesses that were thriving from that perspective. At Zinio in 2008, I saw significant potential. Monica: Many experts say that content marketing is the best way to fuel brand awareness. Others say that content marketing puts an enormous strain on your time and that it’s not necessary for business growth. What are your thoughts? Jeanniey: Every communication that a company releases is a piece of marketing. If your sales lead is having a conversation with a prospect, or if somebody's sending an email, it's all marketing. Each communication is a piece of valuable content representing the company brand. Exceptional People Magazine | May-June 2017

It was at that point that I realized that running a business, running marketing, and working with teams leverages every single element that you learn when you're training to become a teacher. It gives you the ability to inspire and motivate a team, and to focus on a common vision while problem solving. Everything that I learned as a teacher is so relevant in the world of business.

Internet Marketing Association 2017 Keynote Panel. (from L-R) Jeanniey Mullen, Brian Wong, Sinan Kanatsiz

EXTRAORDINARY PROFILES

Content marketing today is the strategic use of all of these “moments” where we interact with prospects and clients. I believe content marketing is extremely valuable. When leveraged appropriately, it is no longer just another ad on a web page or on a Facebook feed.

Jeanniey: If you're small, meaning you have less than five people on staff and you don't want to invest more than a couple hundred dollars in marketing, doing “lookalike campaigns” is your best way to go. This is where you go into any of the social media outlets and target the fans of brands similar to yours.

Instead, you become a trusted piece of referred content In a lookalike Jeanniey Mullen, Keynote Speaker, Womem's Leadership Group, Las Vegas 2016. that is received from campaign, you say, (From L-R: Hope Frank, Neda Eaton, Maci Peterson, Petra Nieger, Briana Ramos) somebody you know "My brand is most like and knows you, that Brand A, and I'm trying understands you, your likes and dislikes, as well as your to reach people who are fans of Brand A." This way, Brand A interests. That comes with much more credibility. has done all the work for you. They know who converts well. They've already identified the buying segment. And while Content marketing requires a significant investment of time you'll spend a little more to get your content in front of those and a different way of thinking. Everything we do all day, Brand A people, they are the decision makers from whom you every day, is content marketing. It's a matter of harnessing it can learn and optimize your marketing. and distributing it strategically online. The small business owner can then combine this strategy with Monica: Many people prefer advertising over content social influencer campaigns. These are manual when you marketing when it comes to targeting a specific audience. What are starting out, yet the results are impactful. In influencer do you believe is more effective - online advertising or content campaigns, you create great content about your product, marketing? then you look for companies which have already built an Jeanniey: Both content marketing and advertising, when done audience in your area. properly, can be extremely targeted. I'm a firm believer in a For example, if you sell pet accessories, write a blog about phenomenal brand campaign, so I'm not saying that we should the best accessories for pets, and mention the company. stop advertising. Reach out to the company’s social media manager with a For example, let’s say you’re further down the funnel. You're message like, "I noticed you like pets. I do too. I just wrote trying to reach men 30 to 40 years old who have recently this blog about pets, and I mentioned your company in the searched dental materials like toothbrushes, who live within blog. Maybe you’d like to share it with your audience." five particular ZIP codes. That is a tightly targeted audience Now, if that company has 35,000 followers, and you can for your toothpaste ad; they're either going to the dentist, or get that social media manager to share your blog with its their dentist told them to step up their dental hygiene. audience, you're creating a much larger impact with one With content marketing you can secure the same specific data piece of content than you could afford to reach on your own. yet it is a strategic investment in time, people, and resources. When your business is a little larger, it's effective to consider Certainly, if you're not willing to make that investment - and a combination of organic content, influencers, and media many companies haven't gotten there yet - you will find it to targeting which typically starts out with a Google AdWords be less effective than other methodologies. campaign that expands into social networks including Twitter, Monica: Where can small business owners and entrepreneurs Facebook, and LinkedIn. It all ties into a multi-channel digital start with this process? initiative. May-June 2017 | Exceptional People Magazine

EXTRAORDINARY PROFILES Monica: Do you see offline marketing becoming less important to online businesses? Jeanniey: It depends. On one hand, it is often cost effective to reach GenXers and Baby Boomers through online media. However, nobody sends regular postal mail to younger Millennials and Generation Z. So interestingly, a number of companies have found that when they send direct mail pieces to these younger demographics, they actually convert more because that direct mail piece is the only thing that audience gets. So you're getting their full attention with what my parents used to call “junk mail” - seven letters from Publishers Clearing House, plus eighteen other companies. Monica: What are some common mistakes that entrepreneurs make when marketing their businesses online? Jeanniey: The biggest mistake that everybody makes – both entrepreneurial and large companies – is being too in love with their own brand. Much of the product and marketing material I see is written for the person who already loves that business or product: “Here is why we are so awesome.”

Whether you're a small, mid-sized, or large company, selling to businesses or selling to consumers, your customers are going to connect with you because you are helping them either solve a problem or improve their quality of life. It's basic psychology. When you can make people understand why your product or service will enable them to have a better result, you've got a much better shot in being successful.

After email and social media, my third channel is content marketing. This follows those organic channels and then moves into paid targeted advertising. Sometimes it includes a direct mailing. Sometimes it includes out-based marketing or gamification. It varies based on your type of company, your available funds, and the target you're trying to hit. Monica: How does a business begin to establish and define its brand identity? Jeanniey: That's something that we're working on here at Mercer. Moving into my new role, my belief is that the first thing you need to do is take a step back and create an internally-facing brand manifesto that answers the question, “Why does this company exist? It sounds simple, but in reality it's a hard question to answer. You want to ultimately distill that answer down into one statement which includes your product, your audience, and the key benefits that you offer. Those ending statements and tag lines emerge from a significant amount of soul searching and tough questions. Your manifesto explains why your company exists. It

Monica: With social media, blogs, podcasting, email, and mobile marketing, digital marketing can become overwhelming to the entrepreneur or the small business owner. What are some tips that you can offer to help entrepreneurs choose the right digital platform? Jeanniey: My roots are in email, and it’s still one of the most impactful channels for reaching prospects and driving sales today. Here’s a fun fact: Most people keep emails that they find valuable in a folder for up to 18 months. No matter who you're trying to target, or how large or small your company, use email without a doubt. There are many email systems including MailChimp that make it very easy for entrepreneurs to get started on their messaging strategies and other initiatives. Second is building a social presence. If you can’t create your own content, there are organizations which can do it for you.

Jeanniey Mullen, Internet Marketing Association Podcast Interview 2015; Dominick Sirianni Exceptional People Magazine | May-June 2017

What that message needs to do, however, is show what that company knows about you, Mr. Prospect: “Here are the ways this item can make your life better.”

My favorite is 98 Buck Social. For $98 a month, this company will target your audience every day across your social media channels. They will post compelling content, which either refers to your business or to your industry. These posts usually have a beautiful picture attached and they start to establish your brand from a social perspective. Then you can find your industry’s influencers and gain insights on your followers without spending too much time or money.

EXTRAORDINARY PROFILES enables you to identify your strengths, your weaknesses, and your defensible positions. It enables you to check and see how relevant you will be over a period of time so that you can start to understand who your target market is.

access to the media that other companies use and how effective they are. You can secure a tremendous amount of information. If you're just starting a company, identify two things. Competitively, what product is similar to yours? And – from a goals standpoint – what brands do you aspire to be like?

While you may want to have everybody in the world buying your product, you've got to start somewhere. So once you've identified your brand Moving into my new role, my manifesto to determine your belief is that the very first thing value - why you exist – you have the opportunity to start you need to do is take a step back with a small market to establish brand fans. and create an internally-facing

Let’s say I sell red pens, and I want to be known as a lifestyle brand because when you use a red pen your life becomes phenomenally exciting. Here, I might choose to look at a perfume company that shows Monica: How important is brand manifesto that answers the commercials in which people market research and analytics in spray the perfume on and then question, “Why does this company suddenly their lives become creating a brand that resonates with the right audience? incredibly compelling. That's exist? going to give me insight into Jeanniey: That's a tough the media that achieves that question. If you have access to the type of branding. If I only look at other pen companies, their funds to do market research, then it will help to catapult you approach may only focus on different types of pens. forward. However, it depends on the size of the company. Many smaller companies don't have the budget to do market research correctly. I've worked for entrepreneurs who have built billion-dollar companies and who swear that research and insights will never be as valuable as your intuition and gut feelings. They say, “You can't start a fire if you don't hold the magnifying glass on one piece of grass.” I think that is interesting. It means pick somebody, stay focused on them until you can break through in that segment, and then learn and expand from there. So there are two different approaches based on the budget and how you want to move the business forward. Monica: For those who can afford to do a bit of analysis and research: What should they be measuring right from the beginning? Jeanniey: The internet has made research available and accessible. You can use Google Trends to see what your competitors are doing. How much traffic are they getting? What demographics are they reaching – and their impact. Companies including Alexa and other website comparison groups give additional insights. Some of these will provide

May-June 2017 | Exceptional People Magazine

Look at those two areas to decide where you want to be. Then jump, rather leap in, fail fast, learn from each failure, and build your successes. Monica: When seeking a marketing expert, what kind of questions should entrepreneurs ask to ensure that they are making the right choice? Jeanniey: Great question. The number one thing to know is whether the candidate is culturally aligned. Imagine hiring your first babysitter. Your company is your baby. You have raised your baby with your intuition and it's been successful. Now you’re ready to expand, and your baby needs additional love and support. If the world's most effective genius marketer is not aligned with your thinking, beliefs, and cultural mindset, it's going to be a disaster from the onset. I've seen it happen. I've been part of great experiences... and disastrous experiences. I’ve learned that you need to check that cultural alignment is there first. Number two, find out about their experience, their expectations, and what resources they require to deliver results. There are some brilliant marketers who require a team

EXTRAORDINARY PROFILES

of people and six months in order to deliver results. That’s fine - unless your company only has three months to demonstrate certain growth results.

typically you’re aligning them to more short-term revenue projections. For example, if I would like to sell $100 million worth of product this year, I’m determining what marketing strategy is going to reach those goals.

Exceptional People Magazine | May-June 2017

On the other hand, you may be looking to become But in reality, the expert the next big competitor to marketer must look beyond Walmart, with an insane this year, and even next year. amount of funding. That’s You need to look into the more about creating a future, at how the industry tidal wave and your market or the economy is going to valuation goes way up - even Jeanniey Mullen, Keynote Speaker at QSP Conference in Portugal 2016 change. As you put a brand though you may not be strategy together – include making money as there's an elements to enable you to continue to maintain success in acquisition that you're eyeing. spite of circumstances out of your control. It based on your business goals. The type of marketer you hire Monica: What is your personal vision and mission for the must align with those goals. people you serve? Monica: Have you found any key elements that small business Jeanniey: To unleash the potential of anyone who works owners miss when building relationships with consumers on our team. We all wake up every day with creative and through digital platforms? powerful ideas, insights, and opportunities. Yet there are very Jeanniey: Yes. Number one, many business owners assume few instances when we are encouraged to share these, or to that their customers are three steps ahead in understanding the think differently about how to solve problems. product and appreciating its value. Number two, they miss the My mission is to unlock potential to create a greater set of opportunity to nurture the relationships with existing clients. results for Mercer. My crystal ball is exactly what I mentioned They need to have a dialog with their customers. earlier: to create a strategic Your early brand loyalists and defensible platform to give fans truly want to see you us an agile way to move into succeed. They will take the the future. As the economy, Dare to be everything that you time to provide feedback and government, and environment think you can be - and everything be a part of the conversation. changes, Mercer becomes You’ll gain insights asking even stronger than it’s been in that you think you can't be. simple questions; "Why did the past, and is seen as a trusted It is up to you to make anything you buy the water bottle? If it advisor and a leader with strong was sold next to another brand relationships with each of our happen. that you use all the time, would clients as we help them achieve you buy it again? What do you their goals. think about the packaging?" Monica: What is your last word? Monica: What do you find most rewarding about helping Jeanniey: My final word is three words. It's "dare to be." corporations reach beyond their marketing expectations? Dare to be everything that you think you can be - and Jeanniey: Whether you are a small company or a large everything that you think you can't be. It is up to you to make company, when you set your marketing expectations, anything happen. 

Communicate Your Brand Build Influence, Impact & Income with Your Own Podcast Are you: • Struggling to stand out in a cluttered and noisy marketplace? • Feel like your droning in a sea of competition? • Finding it difficult to capture and maintain the interest of your ideal client? • Unsure how to create a unique and compelling message that generates quality leads? That’s why Annemarie Cross, aka “The Podcasting Queen” created the Ask The Expert Done-For-You Podcast solution which: • Deepens connection and engagement with your ideal client • Let’s people listen to your podcast when driving, exercising, or anytime of the day • Allows you to create your OWN media platform and share your message 24/7, 365 days/year • Creates an evergreen publicity and visibility channel for your business

Do you want to build your Influence, Impact & Income? Let’s talk: www.ThePodcastingQueen.com Annemarie Cross has been podcasting and interviewing national/ international guests since 2008. Through using podcasting and online technologies she has been able to build a global business and now supports her clients in creating their own global visibility and media platforms. She has been listed among Top Entrepreneur/Business Podcasts and has also been syndicated on Zimbabwe Local Radio. Annemarie Cross Business Mentor & Communication Strategist Microsoft Australia Brand Ambassador | VIP Influencer CEO & Founder: Ambitious Entrepreneur Podcast Network Host of Women In Leadership Podcast

The Masters Welcome to our Mastery Series. We developed this series to connect entrepreneurs and business owners directly with renowned experts who share proven advice on business and personal development subject matters. Through interviews, each expert provides in-depth information for success. In additional to the written interviews in each issue, our subscribers will also be able to listen to the audio version of each interview. We will continue to add more experts on an ongoing basis. We wish you success in your endevours and look forward to providing you with exceptional content to help you reach above and beyond your goals.

Communicate Your Brand

How to Get Noticed, Hired AND Paid What Youâ&#x20AC;&#x2122;re Worth in a Crowded Marketplace

Annemarie Cross The Podcasting Queen

THE MASTERS

Five Common Mistakes That’ll Stop You From Getting Clients Who Pay You What You’re Worth

Exceptional People Magazine | May-June 2017

THE MASTERS Monica: Welcome, Annemarie, to our fourth branding mastery segment. In the last session we had an amazing discussion on how to propel your visibility and authority in three simple steps. Today you're going to talk about the five common mistakes that will stop you from getting a new client who pays you what you're worth. So welcome back. Annemarie: Thank you so much. It’s a pleasure to be back. Monica: Let's dive right in. How do you determine what you're worth? Annemarie: There are a number of different factors, but the very first and foremost is your mindset. Because no matter how much experience we may have, or what we have to offer, we can’t support them, unless we see value in what we offer. Unless we feel confident in charging an amount, it's going to be very difficult for us to communicate that in a confident way to our ideal client. So it all really starts with us.

The reason why I say that is because for people who are possibly launching a new program or creating a new package, often what is of concern, is what can I charge? If I can just share with you as a woman who loves handbags and who loves different clothing and jewelry, if I see something that I absolutely love, I will save, save, save, or I'll do whatever I can to invest in that new handbag, or those new shoes, or whatever it may be. And I'm sure many other women would agree with that. If you see something that you absolutely love and want to have, you will move heaven and earth to get it. I think if you take this view with our ideal clients, how you position your services is going to be very important. There are a number of key things, I think, that can be a limit. It's good to have an awareness of this because everything that I have shared previously and today, as well, I've experienced. I knew that if I were talking to an ideal client who I know I could help; if I got a ‘No’, many years ago, I would automatically say, "Well, that's a direct reflection on me. They don't value me. They said no to me. It's a personal rejection." When we're providing services, it is very much a part of who we are and if we're not aware of that, maybe there are some things that we need to work on. It's not a direct reflection on us. Otherwise, it can really limit belief in ourselves, particularly if we continuously get told no.

May-June 2017 | Exceptional People Magazine

Five Common Mistakes 1. Look at your irresistible factor. 2. You need to go back and look at how you're actually speaking about your program. 3. Going back to one of the other key areas that we've spoken about before — and that is we haven't truly focused on needs, desires, and challenges of a particular area on a target market. 4. You need to have a strategic marketing plan. 5. You're marketing too many programs or products at the same time.

So here are some things that I found were very important. Firstly, you haven't created what I call your irresistible factor. And we've spoken in previous segments about building a strong signature brand. And that really needs to include what I call the spirit, the personality, your passion and what you do. Having a strong brand is really going to enable you to stand out in the marketplace and as a leader. Something else that's really combined with this is that they haven't got a uniquelybranded signature system. This is a process that you take people through, like a step-by-step system. If you're offering programs, or clients to work with you on an hourly basis and you haven't created a signature system, then I really encourage you to create one. You can even develop that into what we call a signature program and have different programs. For me, I had a pillar which really helped people understand their brand, helped them create a signature system, then develop it into different signature programs such as face-to-face workshops, online workshops, a signature talk, VIP one-on-one, a VIP day, or a group coaching program. I called it my six-figure blueprint. And people could work with me either as a VIP for a one-day and we would do part of that, or a longer program. Now imagine if you start to talk about that, how much more irresistible are you going to be? That's really what I call selling mistake number one. Look at your irresistible factor. Do people say "I need to know how

THE MASTERS I can work with you?" And afterwards, are they saying, "Yes. Let's get started"? The second mistake is that maybe it means that you need to go back and look at how you're actually speaking about your program. Are you talking about the features or are you talking about the benefits? Often we talk about the features but that's not really what your clients are interested in. What are some of those components going to enable them to do?

And by the way, that's a true story. Now, if I said that to you and you had struggled with resume development and not getting interviews, wouldn't that be of interest to you? Monica: Absolutely. So the key is to make sure that when you are describing what you do, that you describe the results they’ll get; the end results?

So revisit how you're talking about your programs, and is it benefit-driven, and benefit-driven in a way that relates to them? Remember when you're talking to your ideal client in a conversation or a discovery session; be very mindful of how they're describing the situation or their problems. If they don't see that your benefit is relevant to them, then it's just not going to really stand out and make you irresistible. So just be mindful how you're talking about your program, and make sure it is it relevant to your ideal client's needs and overcoming their particular challenges? Number three is going back to one of the other key areas that we've spoken about before -- and that is we haven't truly focused on needs, desires, and challenges of a particular area on a target market. The mistake is that you're marketing to the masses. You're providing the solution for anyone and everyone. What that means is that you’re talking to no one. No one's going to listen. So be mindful. Is your message really marketing to the needs of your ideal client? And if not, you need to go back and revisit the market. Monica: The more you narrow it down, the more opportunities you have, rather than marketing to the masses and reaching no one. Annemarie: Exactly. You can also market to a real need or a real struggle by using your expertise. Let’s dive into number four. You need to have a strategic marketing plan.

Exceptional People Magazine | May-June 2017

Imagine if you'd heard them saying, "You know, there's different opportunities, but I'm sending in my resume. I send out dozens of resumes and I have not heard back and only had one interview. And the only interview I actually got was from a recommendation, but it never went through to the second stage." Now imagine if I was sharing information about such a program. I might say something like, "Well, one of the key components is I'll actually completely overhaul and restructure your resume." I might say, "I'm an award-winning resume writer. That's an area that we'd need specialization. So we work with you to create a resume that not only gets you interviewed, but actually enables you to increase your salary package because you positioned yourself so well." And in fact one of my clients was able to negotiate a $20,000.00 increase in a salary package offering.

Annemarie: Exactly. Don't focus on what you will do for them. Instead focus on the results they’ll obtain from working with you.

THE MASTERS This is a true example. Sometimes we hear feedback from a colleague that says, "You know what? I'm really disappointed. I've got a workshop coming up. There's such a need out there for it, yet hardly anyone one signed up. There's only one person going and I dragged my sister along." We said, "Okay. How did you market it?" She said, "Well, I sent out an e-mail through our local council to the business community and there were about 20,000 names on that list. I thought if I had gotten five people," she said, "I would have been really happy."

I said to her, "A strategic marketing plan is not just one different area. You needed to provide some great articles that were already within that newsletter so businesses who were in the database had already started to take notice because you provided great value in areas that they were struggling with. Now imagine if you then put a little ad in the newsletter about the workshop. They're more likely to read it because, number one, they know that you've got great content. Number two, they've already had an experience of you through previous newsletters. And number three, you've got this invitation they're more likely to take advantage of." Now imagine if they'd also seen her sharing other things on their Facebook group. You can now see how there's some strategy behind it. So any particular selling strategy, if you will, that works has to be founded on a strong marketing plan. Even with the best marketing plans, you'll often need to go back and reinvent as you're running. Even some of the top people who have million-dollar launches will get mid-way into their marketing and launch, and they will tweak things. They might do another webinar, or they might send out another e-mail, or they might do more

May-June 2017 | Exceptional People Magazine

Facebook advertising. Whatever it is, it has to be strategic and it has to be a consistent message. Monica: In order for you to know when to tweak things, or to add something else like a webinar, I would think that you would have to have some analytics to tell you what's not working. Annemarie: Yes. Ask yourself, "Can we do something different? How can we feed more people into that webinar? Do I need to reach out to key alliances and develop partnerships? You can then e-mail the database. Can I go and do some speaking opportunities in front of a large audience and then invite them to come into the three-part series?" So all of these different things you can then consider and build as you go because if you take on too much you're going to get overwhelmed and then often nothing happens. Monica: Do you find that shorter content like checklists work better than, let's say an e-book or a report that's several pages long? Annemarie: I think that depends on your audience. I think one of the reasons the checklist works so well, is it's something that's quick, it's simple, and people can implement it straightaway. Once you've gotten leads then you can maybe send them to a webinar, where you're providing them more content, because you've already built in the ‘know, like and trust’ to a degree, and you're then able to continue nurturing them. The fifth common mistake is you're marketing too many programs or products at the same time. One reason why many of our ideal clients are not saying yes is because they're overwhelmed. And if you give them too many options, they're just going to say, "I don't know what's right for me." Then they don't do anything. It also can really dilute your brand. This is something I learned from a coach many years ago. She said if you're going to launch something, make it

THE MASTERS a sequence. Make it a real launch. Make it an event. Because then you can offer some real incentives. Some of us may also use scarcity. In other words, this program is going to close because we're starting now. So if people don't get it, they miss out and the next time around it might be a little bit more expensive or you may not be running that program again.

who were recommending me for my colleagues because they didn't understand. They said, "Oh, I want my podcast series to sell an e-book." And I said, "No. You're not ready yet because with a podcast series, you want to do some engagement with someone who is going to invest into your higher priced packages and programs.”

You need to get people excited about it, rather than offering too many things because people will be overwhelmed.

"Because of the time that you've spent with them, they are more willing, then, at the end of that podcast series – or webinar if you want to use a webinar – to invest a little bit more."

Monica: Is it incorrect to assume that all of the customers or clients you already have as well as your prospects; need or want everything that you have to offer? Annemarie: I would say they probably do need it. But do they want it? Probably not. Sometimes people don't even know what they don't know, and they don't know that they need your product or service. And I'll give you a classic example. I created a video which explains to people who is suitable to have a podcast series, because I was getting a lot of phone calls from people

You don't want to overwhelm people and you don't want to try to offer everything, because otherwise they’ll ask themselves, “What am I going to do? I don't know which step to take. Monica: This has been amazing, and again you have provided such great insights. I truly thank you for your time and for sharing your expertise. Annemarie: Oh, you are so welcome. 

19 Exceptional People Magazine | May-June 2017

May/June 2017

How To Make Your Business More Valuable To Existing Customers 8 Self-Employment Myths You Should Ignore

The Shopper Marketer Who Revolutionized

Shopper Marketing

Olga Yurovski

Contents Extraordinary Profiles

Olga Yurovski

The Shopper Marketer Who Revolutionized Shopper Marketing

Empower Yourself

Just as there are thousands of dew drops on a flower, so are the opportunities that are presented to you in your lifetime. Everyday you have the opportunity to make a difference in someoneâ&#x20AC;&#x2122;s life and change your own life. Taking advantage of the smallest opportunity can often make the biggest difference.

Three Steps to Becoming the Go-To Expert in Your Industry

How To Make Your Business More Valuable To Existing Customers

Whose Ethical Compass Do You Follow?

8 Self-Employment Myths You Should Ignore

Is Your Job Stressing You Out? 12 Ways to Decompress

Be Prepared to Change Jobs

How Do You Define Personal Success?

Do You Act The Same Even When No One Is Watching?

Lighter Side of Life

49 51

Recipes Profile Resources

THE MASTERS

The Shopper Marketer Who Revolutionized

Shopper Marketing

May-June 2017 | Exceptional People Magazine

Olga Yurovski

EXTRAORDINARY PROFILES

hy did you choose to buy a case of Heineken for your party last week? You might think it was your own personal preference. But then, you might be wrong.

In the past few years, shopping at the grocery store and other large retailers has changed quite dramatically. Don’t feel bad if you haven’t noticed; you’re not supposed to notice. All you’re supposed to do is enjoy your shopping experience. And making your shopping experience enjoyable is the job of a new breed of behind-the-scenes marketers: Shopper Marketers. For over six years, Olga Yurovski was a shopper marketer for ConAgra, an $8 billion branded food company. Her job was to leverage shopper behavior data to benefit ConAgra’s brands. In other words, she partnered with major retailers to find and implement shopper-focused ways to increase sales and brand equity.

Yurovski knew there had to be a better way. But no matter where she searched, she couldn’t find it. So she quit - and started her own technology company: Shopperations. Leaving a high-paying job and a stellar career is never an easy decision. But Yurovski wanted to make her mark. Besides, living modestly was not new to her. She had moved to the US years earlier as a near-penniless exchange student from her hometown of Dnipro, Ukraine. She worked three jobs while earning her business degree and MBA. So the prospect of living on her husband’s one income to pursue the American dream did not daunt her. Turns out it was worth the gamble. Yurovski’s vision won her a $50,000 CincyTech “Imagining Grant.” She used that money to combine her in-the-trenches shopper marketing knowledge with the skills of a talented app developer. Together they created the world’s first-ever planning

Exceptional People Magazine | May-June 2017

Her mornings were spent meeting with retailers, sales teams, category managers, marketing reps, researchers, and display and package designers. Her afternoons were spent responding to large volumes of email requests and text messages. Her nights were spent extrapolating data from Excel spreadsheets to create PowerPoint reports to present to upper management the next day.

Sound complicated? That’s because it is. So complicated, in fact, that Yurovski was pretty well burnt out after those six years. Everyone from the local store to the ad agencies to ConAgra’s comptrollers needed information that only existed in antiquated offline platforms. Getting answers to their simplest questions took hours - and the data became obsolete almost immediately.

EXTRAORDINARY PROFILES and collaboration platform for retail and brand shopper marketers. Shopperations is a clean, elegant app that allows all retail and shopper marketing stakeholders to access the information they need easily, anytime, and anywhere. It’s so useful, in fact, that Yurovski’s former employer, Conagra, was Shopperation’s first user. The second company to use Shopperations, you ask? Heineken, of course. We thoroughly enjoyed chatting with Olga Yurovski recently about her life and her new success. Monica: You work in a unique industry that most people aren’t familiar with. Can you explain what a shopper marketer is?

Olga: Shopper marketing is a branch of marketing that has grown and evolved over the last decade. Essentially, shopper marketers help to put a brand into the context of a retail environment by finding ways to partner with retailers in a more strategic and long-term way. The reason shopper marketing has evolved is because retailers have consolidated and become more powerful and influential in the past few decades. It used to be possible to run a big national TV campaign to draw demand to the stores, and thereby dictate to the retailers what was put on shelves and promoted. These days, however, consumer packaged goods companies are realizing that the retailers themselves are becoming media. Traditional media is becoming less influential, and digital media is fragmented. So it's hard to get shoppers' attention and talk to them in a uniform way. Now retailers are actually becoming the media channel for many brands. Retailers can communicate with shoppers in very personalized ways. Retailers hold a good deal of shopper data, which allows them to target shoppers through personalized messaging. This makes the retailers very influential on purchase decisions.

would ask questions like: What is the long-term vision for this category, department, or store? How can we help drive traffic to your stores? How can we build bigger baskets? What problems do shoppers have today that we can jointly solve? What are the pain points we can alleviate? I used to be a brand manager for ConAgra. I handled classic marketing in the headquarters. I was sitting in an ivory tower, conceiving long-term strategies, and putting them into action. Today, brands send brand managers out into the field and say, "Partner with your sales teams and go talk to retailers." Everything needs to be successful at the retail store. ”Store back planning” is a framework that many companies are implementing now. It's about imagining what the products look like in the store. The store is where many buying decisions are made today. The store is where the “moment of truth” happens - where shoppers decide what to put in their basket. Many factors can influence that decision. The store back planning framework allows marketers to imagine how to work with retailers to bring success for them, for the shopper, and for their brand. What does success look like in terms of merchandising, signage, and all the promotional activity? How can we make that happen? How can we plan ahead and partner with retailers so that we can actually influence our product road map and promotional strategies? How can we learn which retail customers to invest in? What are their strategies? How do those strategies overlap with ours? What is that sweet spot? Ultimately, it's still marketing. It's still very strategic. But you start from a different place. Instead of starting with consumer insights, we look at the actual shopper insights. For example, it’s often the woman who buys razor blades for the husband. She’s the shopper even though her husband is the consumer. So we need to talk to both, because a lot of consideration is given at the point of purchase.

That’s why marketers have been trying to learn how to stay ahead of the curve and how to partner with retailers in a way that helps them beat the competition.

Shopper marketers are concerned with what the shopper is doing, how they decide when and which store, how they build their shopping list, how they navigate the in-store signage, and how they go on their shopping mission.

About a decade ago, the savviest retailers started building shopper marketing functions. They did this by assigning former brand marketers or marketing people to work together with the sales team in order to approach retailers in different ways than before.

How do seasonality and other variables outside the store influence shopper decisions and mood? How can we talk to her in an empathetic, emotional way so she can see the retailer and brand as a solution in her life? That's what I did for ConAgra Foods for about six and a half years.

Instead of negotiating prices, case rates, and discounts with retailers, they started talking about strategy and trends. They

Monica: If some of those messages weren’t seen, what would be the impact on the retailer?

May-June 2017 | Exceptional People Magazine

EXTRAORDINARY PROFILES Olga: The impact would be bigger on the consumer, because retailers are moving forward. They're putting their own big overarching promotional themes and calendars into place. They're talking directly to the shopper too. Retailers are also building their own strong private-label brands which compete with the Consumer Packaged Goods (CPG) brands. So as a CPG company, if you're not in that conversation, you're missing a huge opportunity. You're not influencing the promotional plans. You're not building product launches together. That means there is no guarantee that your product will even get on the shelf. And there's no guarantee that they'll invite you to help redesign the aisle or the department. You may end up losing a lot of sales and distribution down the road if you're not proactively being part of the conversation. Even though e-commerce is growing fast, retail stores are still where the vast majority of food, personal care products, and electronics are sold. Retailers are driving the e-commerce conversation by building click and collect and home delivery capabilities.

Monica: How does this impact the small business owner or the entrepreneur? Olga: My primary clients right now are very large, geographically dispersed companies with big portfolios and shopper marketing teams. They feel overwhelmed and stretched thin. I help those people, first and foremost, because that's where my background is. But I also talk to medium and smaller-sized companies. To them, “shopper marketing” is no different from “marketing” - TV, radio, and print ad campaigns. But shopper marketing is much more efficient. They cannot afford to buy a big First Source Interactive (FSI) campaign and TV campaigns. But they have stronger relationships with retailers. If you're small, you want to focus on driving velocity at the shelf. For example, how do you get your organic cracker product on the shelf at Whole Foods? This is important because 12 months from now Whole Foods will look at which items are not moving fast enough. They want to optimize their shelf space. So as soon as a small company gets a distribution, their biggest challenge is staying on shelf. So 90% of everything smaller brands do goes toward shopper marketing.

So smaller companies do shopper marketing, but may not necessarily call it shopper marketing. To them this is the main way they go to market. Monica: What skills did you possess that led you in the direction of shopper marketing? Olga: When ConAgra hired me, they were looking for people with brand marketing backgrounds, like former brand managers. You need to understand brand equity, how to drive messaging, and the importance of equity-driven communications... not just price. Shopper marketers should have a strategic long-term mindset to elevate the conversation and take it to the next level. A lot of people come to the shopper marketing domain from sales, consumer promotions, agencies, and most of all brand marketing. They are the most successful because they‘ve worn the brand hat and they understand what the company is trying to achieve. But they also see the situation from the retailer and sales perspective. They understand the two paradigms and try to overlap them, to find sweet spots where the brand equity is not lost in the context of the retail, so that everybody wins in the end. Exceptional People Magazine | May-June 2017

That’s why Amazon, Walmart.com and Kroger.com are huge factors in the retail conversation. Everybody wants to figure out how to deal with these online retailers. Everything is changing so much that brands need to be there to learn how to be part of those strategies, or they’ll miss out.

That means talking to shoppers while they're in store, figuring out how to get on the shopping list, partnering with retailers for in-store demo campaigns, putting extra shippers on the floor, and sending shoppers direct mail and e-mail to drive them back to that particular shelf. It's a lot more efficient. If you do shopper marketing right, the ROI is much higher than in traditional media.

EXTRAORDINARY PROFILES

Monica: You had no background in technology, yet you were responsible for developing Shopperations, an app that major brands use. What was the driving force that led you to create that application?

to create custom ad-hoc one-page PowerPoint presentations just to keep them in the loop.

Olga: My job in shopper marketing lasted six and a half years, and it was the most challenging career assignment that I had. We were carving our own path in untapped territory. It was dynamic and fun and new, which I love.

I felt frustrated and kept looking for something better. Our own IT department didn't have time for me. I talked to my agency and said, "There must be a better way." But the agency couldn’t bring me anything that really worked. There was nothing built for us. People often prioritize short-term business over investing in technology.

But I saw a tremendous amount of wasted productivity because we did not have good tools. I always say that shopper marketing – and marketing in general in consumer packaged goods – is the last frontier of automation.

I left in 2014 and figured I would try to solve it from the outside. Sometimes that's the best way to go because you have more time. You have perspective from more than one company.

Supply chains have systems. HR has systems to manage performance metrics. All we had was Excel and PowerPoint. We were overwhelmed by email messages and constant texts. To get everyone on the same page, we spent a ton of time in meetings.

Now, we've built an industry standard. We're trying to put many companies on the platform to generate a new kind of conversation. We can help them partner not only internally, but also cross-functionally. So people can find complementary product manufacturers and we can help them build their plans, manage their budgets, and communicate with retailers and vendors, all in a cloud-based environment. We're building a place where people can work in a very efficient, transparent way.

I was continuously going from meeting to meeting, telling people what we do, where we were, and what we were planning. At the end of the day when the meetings were over, I’d have to catch up on the actual work. So the hours were really stressful. I never felt like I would catch up. I never knew my numbers. I never knew where money was. I went to meetings in which stakeholders wanted to see data in different ways. It took a tremendous amount of time for me

Monica: Would you consider Shopperations to be a onestop place for brands to get all of that done? Olga: Pretty much, although some functions and features are not yet on the platform. But that's the goal: to become a system of record that helps shopper marketers do 80 percent of their work in the cloud and web-based environments. The rest has to be face-to-face with shoppers, or with selling or executing, and then brainstorming. Those are tasks that you cannot automate; the really enjoyable parts of marketing, like coming up with creative ideas, talking to shoppers, and doing primary research. And then there’s selling, which is really thrilling. We need to do more selling. We need to free up our time to talk to customers more. Unfortunately, my clients say that half of their time right now is spent on back office internal activities, reconciling numbers for financial reporting, cleaning out budgets, and making sure that they communicate with everybody in a frequency and a manner that people prefer. So we're putting all of that into a web-based tool. Monica: How much input did you have when it came to actually creating it? Olga: I had a team of developers, but the vision for the software was mine. I was very lucky to have a very talented user experience designer who took my vision to a completely

May-June 2017 | Exceptional People Magazine

EXTRAORDINARY PROFILES to. We never have had a very fancy lifestyle, and we've been very fiscally conservative. Not everybody is able to do that.

But if I were to do it again, I would probably do part-time research and figure out how to go to market, how to fund it, and who are the early adopters willing to take a chance with me.

What solidified my resolve was talking to my shopper marketing peers in other companies and realizing that everybody was burnt out. Nobody had a solution. And everybody was nodding their heads, saying, "Yeah. It would be great if you had a better solution, a better way to do our jobs." So it's not just money and fame that drives me. I really want to help people.

Third, my husband has been a tremendous support. He's been working all this time. He was able to maintain health I'm very proud of how it turned out. It's more than just insurance and enough income developing the actual application for us to live on. Without him, and managing the back end. I don't know if I would have A lot of thought goes into been able to do this. I'm pretty If you have a big vision, passion, the design which needs to sure I wouldn't have taken this and persistence—tenacity is super be enticing in order for the chance. users to adopt the technology. important – there are a lot of Also, I always wanted to be Essentially, I’m fighting against an entrepreneur. To me, this is talented people who can help Excel and PowerPoint; people the epitome of the American have been using those for your dream come true. dream: to own a business and many years. be master of your destiny. That's Monica: Often people see a why you come to America. I was need and have an idea to solve the problem, but they don't looking for something that would really make me passionate. know how to move forward. What has this experience taught I tried little hobbies and projects on the side, but nothing you about making things happen? would ever stick. Nothing was visceral enough for me to truly care. Olga: Hindsight's 20-20. I probably should have done my homework before I left the corporate world. I probably This was the first time I could totally empathize. I thought, “I should have continued working while doing my research. can help the whole industry to feel more fulfilled about their But I was so fired up and eager that I took a tremendous risk. jobs." So it was the right time and the right place. It just felt Now, thankfully, it's working out. right. You have to listen to your intuition.

It's tremendously risky. I understand why people don't want to take the jump when they have a really comfortable salary. Shopper marketing pays very well, especially if you work for the Fortune 500 and blue chip companies. It's stressful, but it's still a very comfortable lifestyle. A few things helped me make the jump. First of all, I'm wired to take risks. I came here as an immigrant 16 years ago with $5,000 in my pocket. I spent $1,200 of that on a laptop to go to business school. I had to figure out how to make ends meet, how to find roommates, and how to work three different jobs part time while taking a full load of classes. So I'm not new to taking risks and believing in myself. Going through immigration creates confidence. Second, I come from a very modest background. I'm not afraid to cut back. I'm not afraid to live on just one income, or live off of my savings for awhile. I've done it and it's okay for me. I know that people can survive on a lot less money than I used

I have a blog where I try to focus on these internal productivity issues. People love what I write, and they give me feedback. I'm really grateful because I can see that what I'm doing is meaningful. Monica: What advice can you give other women, including women who immigrate to this country? Olga: I went to school in the U.S. and it was a great thing because it builds confidence. When you come here looking for your first job and try to do menial work, it can wear you down. I was fortunate. I went straight to business school, and I had tremendous opportunities to network with people. I had a solid background in business, especially quantitative sciences. That built my confidence, and as soon as my language got better it helped me think differently. Exceptional People Magazine | May-June 2017

new level. It's very elegant. It's very intuitive. It's easy to navigate. And it's pleasing to the eye. It's not the typical corporate enterprise software, which is often confusing and either overbuilt or under built.

EXTRAORDINARY PROFILES The networking opportunities that come along with going to college are tremendous here. The career management services actually help you land your jobs, and they really are on your side. I was amazed at how great the college experience was.

doing that. I'm not all the way there. There is definitely a lot more to do. I was very passionate and vocal, and I found a creative outlet for my frustration. That is the greatest thing professionals can do for themselves. Instead of tolerating and quieting yourself, go and fix it. You need to either move on and do something completely different, or you need to address the problem. I was able to do it productively. I'm addressing a problem that I feel is real.

In the workplace, it took time to think of myself as not just a junior person, but as somebody who knows something. I think millennials are a little bit less concerned about this. They are looking for new assignments. I encourage anybody who is They're looking to make a frustrated to look for automation difference. I thought of myself as a junior associate until I was and technology as a creative almost 30. I wish that realization had come to me a little bit sooner, and that I’d been a little bit more proactive about managing my destiny and career.

outlet. It's tremendously fulfilling. And everybody's lives will be better for it.

Monica: Did you have mentors or anyone advising you along the way? Olga: That was something I never could figure out in the corporate world; how to leverage mentors. I always thought mentorship was a formal process, where you go and ask to be assigned a mentor. I never developed the ability to find people willing to help me. How do you create those opportunities? Where do you go to talk to those people? How do you show your skills and your passion for something? They don't teach that in a mentorship program. They just help you meet people. It's more like matchmaking. But they don't really teach you the social skills of what it takes to find a mentor. So it wasn't an easy step for me. I just learned by observing people and seeking information from them. I don't think I had really good mentors until later in life. My last boss was amazing. She helped me get a promotion and she led by example. She had so much passion about shopper marketing, and she had grand visions. We're still very good friends. We're still both in the industry and we help each other as much as we can. The older you grow, the wiser you become.

Monica: Is there anything specific that you want to talk about? Olga: You asked me about women and technology. It's a tough spot for women because there are not a lot of us in technology.

It's interesting. I consider this to be an asset rather than a liability. But it can sometimes feel very lonely. We actually have a group of women who run technology companies - the founders and co-founders of start-ups who are starting to network proactively. I'm hoping to become an example for women who may not be technology people. I was never a technology person. I don't have a computer science degree. But I believe in technology and that it can solve problems. If you have a big vision, passion, and persistence -- tenacity is super important – there are a lot of talented people who can help your dream come true. So if you don’t have a software background, don’t let that stop you from trying to run a software company. You can learn enough to understand what's going on and to direct a vision. You don't need to be a computer scientist to run a technology company. That's what I'm trying to prove right now. Monica: What is your last word? Olga: There's a tremendous opportunity right now to automate a lot of corporate functions. If you feel like you want to do something on your own, the easiest way to do it is to reshape your industry.

Monica: Looking back, what would you say about what you have accomplished?

Think about all the frustrations that you face on a daily basis. Most likely, you're not the only one who's feeling them. There is so much untapped potential in that area.

Olga: I've been able to stay true to myself because I always wanted to make a mark. I always wanted to make the job more fulfilling for shopper marketers, and I'm on my way to

I encourage anybody who is frustrated to look for automation and technology as a creative outlet. It's tremendously fulfilling. And everybody's lives will be better for it. 

May-June 2017 | Exceptional People Magazine

THE MASTERS

EMPOWER YOURSELF TO

SUCCEED and THRIVE Professional and Personal Development

Exceptional People Magazine | May-June 2017

THE MASTERS

THREE STEPS Becoming the Go-To Expert in Your Industry By Donna Carletta

May-June 2017 | Exceptional People Magazine

EMPOWERMENT

ne of the easiest ways to drive prospective clients and customers to your business is to become the expert in your field. The term Expert carries credibility and prestige that can open many doors for you, and oddly enough, the term is relatively easy to acquire. This simple three-step process can help you quickly and easily set yourself up as the expert in your field.

STEP

DETERMINE YOUR NICHE Don’t try to be everything to everybody. Instead, focus on those things in which you excel. Find your niche, and you’ll eliminate your competition.

WRITE ABOUT YOUR AREA OF EXPERTISE

I spent ten years as a trainer before someone, out of desperation, asked me to write an article for her trade journal. A few months later, another editor saw the article and asked if she could reprint it. Before long, I began to get inquiries from companies in that industry, and a snowball effect began to occur. The more business I did in the industry, the more of an expert I became. I followed with other articles, and within a short period of time, I became a recognized expert in an industry that I had never received any formal education in. Write a few articles, and you can become a recognized expert in any field.

SPEAK AS OFTEN AS YOU CAN

STEP

When your articles begin to get published, you’ll start to receive requests to speak more often. 95% of the population has some type of nervousness about public speaking. So when you stand up and say what you want to say, the way you want to say it, you are doing what 95% of the population wish they could do. When you speak about your industry, you set yourself up as the expert on that topic. You gain instant credibility. If you get nervous when you speak in front of a group, attend a public speaking class. It will be the best investment of your life, because the more confidently you present your ideas, the more competent you will appear in front of a group.

Follow these three simple steps and you will become the recognized expert in your specific niche. 

Exceptional People Magazine | May-June 2017

STEP

After you determine your niche, begin to write articles about your area of expertise. Every single day, tens of thousands of editors, web masters, and newsletter publishers are looking doggedly for unique and information-packed articles. If you can write articles that teach readers about your industry, you will find numerous places that will quickly publish your article.

EXTRAORDINARY PROFILES

How to Make Your Business More Valuable to Existing Customers March-April 2017 | Exceptional People Magazine

By Kathy Kentty

EMPOWERMENT

o much is being said and written about winning new customers, that a very important aspect of customer service and business growth goes practically unnoticed— serving your existing customer! In some cases it may be that very small account that has been with you since the inception of your business when you were still scraping together all you had just to rent a store front. In other cases it may be a large account that is highly labor intensive and where you might be tempted to cut corners just to get on with other tasks at hand. Some business professionals will counsel you to treat the larger account better than the smaller one, but by and large not to spend too much time on either; instead you should focus your strength, time and effort on finding new business. Interestingly, this philosophy, although it may make sense on paper at first glance, could quite possibly be the death for your new business!

This approach will make you a valuable asset to those who take their business to you and thus you will almost diminish the odds of them taking their business elsewhere. In addition, by becoming intrinsically important to the customers, the notion of picking up their stakes and moving accounts to a competitor becomes a seemingly insurmountable task they will not wish to contemplate or perform. Of course, making your business more valuable to your already existing customers is not something you contemplate on the fly. Instead, it will require meticulous planning and also marketing that will ensure that not only is your business relationship strengthened, but any money spent on new innovations is applied without waste and for maximum profit. 

Exceptional People Magazine | May-June 2017

For example, did you know that all the accounts which you may be able to bring into the fold will grow your overall business, yet they will do so less consistently than the one big client that will consistently place big orders or the one small account that will continue to frequent your business? While there is nothing wrong with seeking to attract new business, perhaps your methodology of going about it could be tweaked to such an extent that the attraction of new business to your company is a natural outcropping of the services you provide, and thus you will both retain current business even as you gain new accounts.

A premier approach that is quite often favored by the savvy entrepreneur is the addition of new services that can be tacked on to the actual business services you currently provide. Even if they are only tangential, they will add a certain value to the accounts you offer and thus set you apart from the competition. Of course, this presupposes that you know your large account and understand the departmental and personnel needs and preferences involved. The same is true for your small account. By getting to know those involved in the account with which you are doing and whose money you are relying to keep your doors open, you will enable yourself to anticipate their needs and perhaps even become instrumental in your clients’ or customers’ ability to reach the next level of their business.

Whose Ethical Compass Do You Follow? By Greg Williams March-April 2017 | Exceptional People Magazine

EMPOWERMENT

hen you negotiate, do you have problems with your ethical compass? Do you assess those with whom you negotiate to determine the direction in which their ethical compass points? During negotiations, people get ‘caught up in the moment’. As a result, sometimes they say and/or do ‘things’ that are misleading, misaligned with their core values, and even downright fraudulent. Nevertheless, one’s ethical compass is a matter of perception. Consider the following situations and in your own mind assess who’s right from an ethical point of view. » As the result of a new state law (SB 1070 in a state in the U.S.), the local police have the right to stop anyone that does not ‘look’ a certain way. Some people are cheering, because they’ll get relief from local crimes that have occurred. Other people think the law will serve as a tool used to stop and possibly harass people that ‘look’ a certain way. Are there ethical misalignments at work in this situation, or a genuine concern for the public’s safety?

When negotiating, determine ahead of time what you’re willing to do to obtain what you’re seeking. Assess the other negotiator’s capacity to ‘bend’ the truth in his efforts to get what he wants. In the balance will lie to what extent you and the other negotiator are willing to go to achieve the outcome being sought. To the degree that your assessment is accurate, you’ll have more control of the negotiation, from which you should be able to craft a more beneficial outcome … and everything will be right with the world.  The Negotiation Tips Are … » When you negotiate, if you find yourself in a state of ‘wicked wittiness (lying)’, consider the consequences of your actions. You don’t want to win a battle, at the expense of losing the war. » Where possible, never knowingly pressure the other negotiator into a position whereby he has to lie to sustain or embellish his point. Be cognizant of his body language to gain insight into his source of motivation. » Seek to understand what may motivate someone to lie. In so doing, you can guard against that source and use it to your advantage if the situation is warranted.

» Your stockbroker suggests you buy a financial product, while telling others they should sell the same financial product. Some say financial reform is the answer. Others say, financial reform will be too restrictive. Is greed the factor that’s causing the ethical compass to be ‘off centered’ in this situation, or is it self-preservation. To what degree is the stockbroker’s ethical compass askew? In the above situations, who is ethically right and what’s the ‘real’ source of motivation? Are the people advantaged in these situations duplicitous in their lack of ethics? Are they simply viewing situations from the perspective that the solution will solve a problem? It really depends upon the perspective from which you view each situation and the goals participants are striving to accomplish. In reality, people on either side of the continuum could be manipulating their ethical compasses for their financial and/ or self-satisfying betterment.

Exceptional People Magazine | May-June 2017

» You’re stuck in a plane, on the tarmac for hours. Airline authorities indicate they don’t want to let passengers deplane, because ‘conditions’ could change at a moment’s notice and they need to be in a position to ‘take off’ sooner versus later. Are they lying, or are they trying to avoid the hassle of going through the rigors of deplaning passengers?

In this negotiation tip, I’m not passing judgment on any negotiator, nor the practices he uses. To each I say, to thyself be true. Let your conscious be your guide.

Self-Employment Myths You Should Ignore By Pat Markel

Do you dream of being self-employed but feel like you don’t have the money, knowledge, or skills to get a business going? Your concerns might be unfounded – and grounded in some of the common myths about self-employment. Imagine being able to increase your income and have a more flexible schedule. These benefits are a real possibility when you’re your own boss. So let's start exposing the myths for what they really are: 1. Self-employed means working long hours. Many people who work for themselves do work long hours but this is frequently a choice. They simply love what they do.

• Many people start businesses that generate income even while they aren't working. If you choose a business that includes passive, recurring income, you won't necessarily have to put in a lot of time working once you get going.

2. Being an employee is less risky. Employees get laid off all the time. And what if you need to raise some extra cash quickly? That's tough to do when you're working for someone else and your income is fixed. Being selfemployed gives you more control over your income and the assets of the business. Control helps to reduce risk.

May-June 2017 | Exceptional People Magazine

3. S elf-employment means putting all your eggs in one basket. If you're an employee, how many “customers” do you have to lose in order to lose your paycheck? Usually just one: your boss or his boss. But if you have a lot of customers or clients, they all have to fire you for you to lose all of your income. 4. Self-employment equals stress. When you work for yourself, you can create whatever work environment you choose, you can have greater stability over the long-term, and you have more control over your hours.

• You can also choose a business that isn't inherently stressful. Generally, you can make it whatever you want it to be, which will make your stress level only as high as you find acceptable.

5. B eing self-employed is lonely. Actually, working for yourself can be a much more sociable lifestyle, if you choose. With more flexibility, you can often rearrange your schedule to suit your social life. Also, you can make friends with your clients and network to find new clients and friends.

• When you work for someone else, your co-workers tend to be your social life. Over time that can get old.

EMPOWERMENT

6. S elf-employment means doing everything yourself. While you're the one that has to ensure that everything gets done, that doesn't mean you have to do everything yourself. Hire people to do the work for you. Your time should be spent growing and expanding the business, not doing the grunt work. 7. Running your own business is complicated. Yes, there is quite a lot to know, but none of it is complicated. There are books and experts available to help you along the way. Nothing is overly complex about insurance, payroll, taxes, and bookkeeping. It's just new to you.

• Plus, you only have to learn the information once. Then you can start as many businesses as you like.

8. You can't start a business without a lot of money. That largely depends on the business. A website and

hosting can cost less than $100 a year. Your home phone or cell phone is already paid for as part of your monthly expenses. A tank of gas isn't that expensive, relatively.

• There are a lot of inexpensive ways to start and market a business. Drive around and find clients. Call on the phone. Where there's a will, there's a way.

Don’t let these myths stop you from taking the plunge to selfemployment. You can even start a business while working your regular job until you’re able to bring in enough income to replace it. Now that you have the truth, what are you going to do? Put on your thinking cap and figure out a way to make your dream a reality. There's no time like the present to take control of your life. 

Exceptional People Magazine | May-June 2017

LIGHTER SIDE OF LIFE

Is Your Job Stressing You Out?

12 Ways to Decompress By Marla Gem

s you’ve probably discovered, your work can trigger all kinds of stress reactions. From minor annoyances to heart attacks, on-the-job stress is a major cause of many mental and physical ailments. Are you suffering the consequences of workplace stress?

• Do you get a stomach ache or headache within an hour after getting to work? • Are you having trouble focusing on a work project because your emotions are bent out or shape over a work incident?

Consider these questions: • Do you find yourself feeling annoyed with your supervisor or co-workers? • Have you been looking for excuses to be late to work or to stay home occasionally? May-June 2017 | Exceptional People Magazine

If you answered “Yes” to any one of these questions, you’re probably experiencing job-related stress. The good news is: if you’re proactive about managing your work stress level, you’ll feel less wound up and enjoy more success at work.

EMPOWERMENT Try these strategies to deal with job stress:

1 2

3 4

L earn to recognize the things you control at the office.

I t’s best to use tact, neutrality, and diplomacy when dealing with co-workers. Your chances of experiencing work stress will be vastly reduced.

Take a brisk 15 minute walk when you get home.

Use visual imagery techniques to let go of minor annoyances and frustrations.

y the same token, let go of the things you’re not B able to control. Your work life will become much lighter and brighter when you acknowledge both of these issues.

Work through “resolvable” issues immediately. Rather than let issues fester and grow, if it’s within your power to negotiate a resolution, do it as soon as you can.

When you feel overwhelmed, ask for assistance or guidance. veryone occasionally experiences work E struggles. In nearly every situation, it’s appropriate to ask for help at work.

List your tasks in order of priority. Start at the top of the list and work down, crossing off tasks as you go.

Silently review all the reasons you do the work you do. e-connect emotionally with all the positives R you love about work. These realities about your career are far more important than the things that stress you.

Promise yourself to avoid drama at work. efrain from allowing yourself to generate too R many feelings about work. After all, it’s business.

here’s nothing like a walk to clear out the T stress from your work day. Tell yourself that by the time you get back home, you’ll be thinking about what you’ll have for dinner. Walking after work is a great habit to develop for so many reasons.

I magine your stress is a big red ball. You throw it into the ocean and watch it bob away on the waves. Say “good-bye” as the ball is completely submerged far in the distance.

Soothe yourself after you arrive home.

Journal your feelings about work.

Practice yoga or meditation to de-stress.

Establish your work priorities; then methodically work to complete your projects.

• If you have any questions whatsoever about which task or project is more important to complete first, proceed directly to your supervisor and ask. Avoid excess job stress by seeking guidance if you need it.

There will be times you’ll have a difference of opinion with your boss or co-workers. Consider it creative disagreement and move on.

nuggle up in your blanket on the sofa and S read your novel for a bit. Call your brother or a friend to chat. When you soothe yourself, you’re showing you know how to take care of your own troublesome feelings.

When you write down your irritations and sources of stress, you can psychologically release the negative feelings you experience.

he eastern philosophies of yoga and T meditation soothe the souls of millions of people all over the world. You’ll be surprised at how effective these methods are at eliminating your stress and keeping you more centered and relaxed.

Work stress is an unfortunate result of the human condition. Everyone deals with it from time to time. Practice these methods to remain optimistic and keep your work stress at manageable levels. You’ll re-discover the passion you have for your career! 

Exceptional People Magazine | May-June 2017

Remind yourself, “it’s just work.”

Be Prepared to Change Careers By Kathy Kentty

ccording to the U.S. Department of Labor, the average worker changes careers three to five times during their lifetime.

In this unpredictable economy, making a career change may be a choice or it may become a necessity. Here are four easy steps for getting started on the right foot with this big decision.

Make a Financial Plan 1. Build a nest egg. Choosing to save gives you more control over your career path. With the right motivation and methods, you can save a remarkable amount of money, even on a modest income. 2. Diversify your income. Perform freelance work on the side even if you work full-time. Your extra income may

May-June 2017 | Exceptional People Magazine

turn into a full time job or provide a buffer in times of unemployment or transition. 3. Put money in perspective. People often have difficulty giving up a well-paying job even if their enthusiasm for it has run out. While high unemployment creates challenges, it may also provide opportunities to move on to something you'll love more.

EMPOWERMENT

Conduct a Self Assessment 1. Browse for free tests online. There are many free online tests that are effective in giving you a general idea of your talents and abilities. Some are based on the popular Myers-Briggs Type Indicator. Try taking several tests to see if the findings are consistent. 2. Hire a career counselor. For more precise guidance and support, you may want to hire a career coach. To help evaluate possible coaches, look for relevant experience, like work in human resources, and ask for references from people in situations comparable to your own.

3. Review your career history. Wherever you work, you bring yourself along. Be honest about recurring patterns like conflicts with authority so you can resolve them and move ahead. 4. Invite feedback. Ask friends, family and colleagues for their views on what they think you'd be good at. They may confirm your own observations or offer you new ideas to consider.

Research Your Chosen Field 1. Evaluate future job prospects. Browse online or visit your local library. The Labor Department's Occupational Outlook Handbook and industry publications can help you identify fields with high growth.

3. Network. Now is the time to go out on informational interviews. See if you can join the local chapter of the business association you're interested in, or at least visit some functions as an observer.

Strengthen Your Qualifications 1. Go back to school. Your employment prospects may improve if you get some additional education and training. Many graduate schools have evening programs to accommodate working adults. Leading universities now offer online programs you can take anywhere. 2. Become a volunteer. Take a trial look at your new line of work by doing volunteer work. Even if you want to work in a corporate setting, you can start your portfolio of experience in the new field by volunteering. Employers

Changing careers will have a big impact on your future so approach the decision carefully. Strive for financial independence,

often look at volunteer work as a determination to succeed, serve and be productive. 3. Edit your resume and cover letters. Focus on transferable skills that are applicable to any work setting, such as being organized or working as part of a team. Briefly explain why you are making a career change and how you can contribute. Use stories to make your documents and interview materials more interesting.

get to know yourself better, and seek out the kind of work that will make you excited to show up on Monday morning. 

Exceptional People Magazine | May-June 2017

2. Learn more about specific positions. Narrow down the kind of position you want. Job advertisements can give you a sense of the type of positions available and

the qualifications employers are seeking. Pay attention to common keywords that suggest skills that would make you a strong candidate.

HOW DO YOU DEFINE

PERSONAL SUCCESS? 44

By Jon Crump

What is your definition of personal success? Some may define success as having a lot of money. Others feel successful if they are loved by many. Others define success as being healthy and giving back to the community, while others define success as having plenty of material things. But how do you define success? Everyone defines success in different ways. Your own personal success is what makes you and your achievements unique. The stay-at-home-mom may define success as being able to get up in the morning and meet her family’s needs throughout the entire day until everyone goes to sleep. The career woman may define success as being promoted within her company or even starting her own business. The athlete may define success as climbing the ladder within the NFL or NBA. Then again, there are some who define success in simply living and enjoying each day. Evaluate how you view success. What does success mean to you? What do you want to get out of your life? These are May-June 2017 | Exceptional People Magazine

questions that you must ask yourself when deciding what drives you.

Self-Reflection Questions to Ponder In order to discover what you want in life you may want to ask yourself a few questions such as: • “ Where do I want to be in 5 years?” This is not the question, “Where do I see myself in 5 years?” Think about what you want in five years. If you ask yourself where you see yourself, you’re simply going to see yourself as a glorified version of now. • “How do I define happiness in my career?” It is important to assess whether or not you’re feeling fulfilled in your work. • “ How do I get to the places I want to be?” You need to know how to get to where it is you want to be. You can’t get there blindly or expect it to fall into place all on its own. You have to be proactive to make things happen.

EMPOWERMENT

• “What areas in my life do I want to succeed?” We all want to succeed in more than just one area in our lives, so set multiple goals. For example, one goal may relate to your career while other goals may relate to your relationship, children, or hobbies. • “What are my life goals?” This coincides with what areas you want to succeed in but you must actually write down your goals and set real milestones that you can accomplish. • “What kind of balance do I need in my life?” You must find a balance between work, family, and personal time for you to feel fulfilled. If you have a tendency to over-

extend yourself, it’s important to find an equal balance so no area of your life goes unnoticed.

Evaluate Yourself and Your Needs Those self-reflection questions open the door for you to discover and define what success means to you. Others cannot decide your success. If you follow someone else’s blueprints to success and it doesn’t fit with your personality, then you’re going to be miserable. You just have to evaluate yourself and put your dreams, wants, and needs into perspective. After all, your success is yours. No one can make the decisions for you! 

45 Exceptional People Magazine | May-June 2017

Do You Act The Same Even When No one Is Watching?

By Andrew Horton

believe that the true measure of a person is not found in what they do when they know people are watching, but rather how they conduct themselves even when they think no one is watching. Are you always cordial and empathetic when you deal with people, especially people who carry no sway over your life? When at the checkout at the supermarket, do you smile and greet the person behind the counter. When a beggar asks you for some spare change, do you pretend not to see them and stare into the distance, or when walking down the street do you ignore everyone around you, as you get lost in your own thoughts and issues?

May-June 2017â&#x20AC;&#x201A; |â&#x20AC;&#x201A; Exceptional People Magazine

A smile or a greeting expressed to anyone you come into contact with each day, goes a long way towards making them feel better. Have you ever noticed how when you look someone in the eye, smile at them and offer them a hearty greeting, their mood immediately lifts and they smile straight back at you? Imagine how much better our world would be if we all invested time into smiling and greeting each other every day. A smile or a meaningful greeting costs nothing, but adds so much value to everyone around you. You have nothing to lose and the world has so much to gain from your greetings and smiles. Give them away freely.

EMPOWERMENT

Based on what your life is demonstrating right now and the daily actions you are taking, is the message that is being delivered, exactly what you would want or expect it to be? If it is not, then what would you want them to say? Based on the message you would want to hear, bring yourself back to where you find yourself right now and ask yourself what you need to do differently to ensure that you live the kind of life you will be proud of and will add real value to everyone around you. Eleanor Roosevelt epitomized this when she said “Life is like a parachute jump, you have to get it right the first time” The life you are leading every day is not a dress rehearsal, it is the real deal. Every decision you make or fail to make is shaping how your life will turn out and the legacy you will leave behind. Is the way you are living your life meaningful and allowing you to feel fulfilled? Are the actions you are taking every day going to allow someone to say the words you would want to hear them say, when you have moved on from this world? If you are a leader, have you ever given your legacy any thought? Everyone leaves some kind of legacy. You can either

Are you going to continue to coast through life and never really feel content or satisfied? Or, are you going to make a few different choices from now on, which will allow you to escape from that self-imposed comfort zone and allow you to begin exploring the limits of your potential? Making the better choice, to become all you can be, will allow you to live a life of meaning and fulfillment and will also allow you to pass the baton on to someone after you leave so that they can continue the work you started. Elton Trueblood said it so well when he said, “We have made at least a start in discovering the meaning of human life, when we plant shade trees, under which we know full well we will never sit.” The best leaders always strive to develop other leaders, who will be equipped to carry the legacy they started forward. You have the ability to project yourself forward and see how you will perform as a leader and the legacy you will leave. Use the picture of exactly what you want to achieve as a leader and the legacy you want to leave behind, to start driving your thoughts, decisions and actions today and you can create exactly that legacy for yourself. 

Exceptional People Magazine | May-June 2017

Your thoughts create your choose to coast through life expectations and your and see what comes your expectations drive your way as a leader, or you can We have made at least a start creative capacity, which in choose to be intentional about in discovering the meaning of turn creates your reality. So by building a meaningful legacy, consistently, smiling, greeting and human life, when we plant shade which will leave something acknowledging everyone around of value for the people who trees, under which we know full you, and showing respect, caring come after you. Stop merely and empathy for them, you are not accepting everything in your well we will never sit. only helping others to feel better life and start consciously — Elton Trueblood about themselves, but you are “LEADING” your life to where also helping yourself, by ensuring you want it to go. You can only that you consistently think more coast in one direction. positive thoughts. We can all easily make our world a whole Choose to become proactive about the way you live. As each lot better, if we just allow ourselves to care. day passes, your thoughts and actions are being inscribed Our time on this planet is fleeting, have you ever thought in your book of life. As each hour passes, an unchangeable about the legacy you are going to leave behind. What would record is being made, which will stand for all time. What you like people to say about you after you have come to message do you want to be written in the record of your the end of this physical experience? We have an amazing life? Do you want it to be a record of a noble purpose, where ability as humans, where we can project ourselves forward you offered generous service to those around you and you into the future and visualize our lives as they could be. Sit performed at your best every day? Or, do you want it to be an for a moment and project yourself forward to that day when account of all the times you attended happy hour, sat in front you have come to the end of your physical experience and of the TV and never extended yourself beyond your comfort someone is preparing to celebrate your life with a short zone? How your life unfolds from this moment forward is 100 message about who you were. What would you like that % dependent on the thoughts you think, the decisions you person to say about you? make or fail to make and the actions you take.

LIGHTER SIDE OF

Life

LIGHTER SIDE OF LIFE

Ingredients: 8 small tortillas 1 lb. sliced roast turkey 2 cups chopped Romaine lettuce 1/2 cup sprouts (alfalfa works well) 2 firm cucumbers, cut into thin strips 1 red bell pepper, cut into thin strips 2 green onions, cut lengthwise into thin strips 1/4 cup mild chunky tomato salsa, most of liquid drained off 1/4 cup pesto Salt and fresh ground pepper to taste Directions: 1. Lay the tortillas on a work surface. 2. In the center of each tortilla, arrange the veggies, evenly distributing each one between the eight tortillas. The thin strips should all be laid the same direction. 3. Spoon even dollops of salsa and pesto over each. 4. Sprinkle salt and pepper on each. 5. Create a 'bottom' by folding the tortilla up over the end of the veggie strips, then rolling up like a burrito. 6. Serve immediately or place each in foil to take with you to work, picnics, etc. 7. Bring extra salsa and pesto for dipping if desired.

Exceptional People Magazine | May-June 2017

Crunchy Pesto Turkey Wraps

LIGHTER SIDE OF LIFE

Asian Snow Pea Garden Salad Ingredients: 1 lb fresh garden snow peas, washed and strings trimmed off 1/2 cup carrots, cut into very thin strips 1/2 cup red bell peppers, cut into very thin strips 1/2 cup sliced water chestnuts, drained 2 tsp sesame oil 1 Tbsp minced fresh ginger root 1/2 cup sliced mushrooms, your choice 2 garlic cloves, minced

1/8 tsp red pepper flakes 1 Tbsp soy sauce 1 Tbsp brown sugar 1 Tbsp oyster sauce (optional, may substitute with 1 Tbsp more soy sauce) Salt to taste Sesame seeds for garnish

Directions: 1. Fill a large bowl with ice and water and set it in the sink. 2. Fill a large pot with water and bring to a rapid boil. 3. Prepare the snap peas by dropping them in the boiling water for just 20 seconds. Immediately drain and dump into the ice bath, then drain in a colander completely. 4. Put prepared peas into a large salad bowl with the carrots, red bell peppers, and water chestnuts, then cover and keep cool. 5. To prepare dressing, put sesame oil in a skillet over medium heat, add ginger and mushrooms and sauté until fragrant, about 2 to 3 minutes. May-June 2017 | Exceptional People Magazine

6. Stir in the garlic and red pepper flakes and cook an additional 1 minute. 7. Stir in soy sauce, brown sugar, and oyster sauce (optional). Add salt if desired. Allow the mixture to simmer for 2 to 3 minutes, stirring, until well blended. Remove from heat and allow to cool. 8. Prepare the salad by adding the dressing to the fresh vegetables in a salad bowl, tossing to combine. 9. Serve on individual chilled salad plates with a sprinkle of toasted sesame seeds on each salad.

Profile Resources Jeanniey Mullen https://www.mercer.com/about-mercer/jeanniey-mullen.html https://www.linkedin.com/pulse/inevitable-convergence-marketing-hr-jeanniey-mullen https://www.linkedin.com/in/jeanniey/ https://www.facebook.com/jeanniey.mullen Olga Yurovski https://shopperationsapp.com https://www.linkedin.com/in/olgayurovski/ https://www.facebook.com/olga.yurovski

Design, Graphics and Photo Credits Magazine Design and Graphics, and Cover Design by Jenette Antonio Sityar

HAVE YOU EVER NOTICED HOW A BEE WILL HOVER OVER A FLOWER UNTIL IT FINDS JUST THE RIGHT PLACE TO LAND?

If you focus intently upon your life's purpose and have patience as you fulfill it, youâ&#x20AC;&#x2122;ll land in exactly the right spot and at the right time to achieve your dreams. Never lose sight of your purpose.