How did we do it?

Many of you are curious just how we create our cover art and spreads in Business Black Box. Well, we can’t tell you every secret to the design, but we will share with you the basics of how it was created and maybe inspire you while we’re at it.

1.We started off by building a few props that would help us frame the composition correctly. We built a 3-level platform out of particle board and 2×4s (each a little smaller than the larger), stacked them on top of each other, and inserted a pole through the center. We covered the platform with a neutral color backdrop that we will eventually Photoshop out in the final version.

We then brought a group of people into our photography studio. It took us a little time to pose them in the proper way and adjust the lighting, creating an even tone and staying away from harsh shadows, etc. The neutral grey wall behind them makes a nice backdrop that is easy to take out via Photoshop.

2. Next, we erased most of the background around our group of people, paying special attention around the hair and clothes. Several Photoshop filters were applied and we tweaked the contrast and lighting to create the mood we desired.

3. Multiple people were needed to make this shot work. We took pictures of them one-by-one in the final position, applying the same filters and techniques as before.

4. We then focussed the camera in on certain details such as the hands, head, clothes, pole, etc.

5. To get an idea of how this would come together, we composited all the photos together to see if we needed to add or remove people from the final composition. We decided we should shoot one more person and add them to the final piece.

6. We also took high-res photos of cash money which we pieced together at different sizes to give us the base of our design. Then, one-by-one, we added the people back in.

7. After compositing in all the people and adding the details to the people, we focussed our attention to the background. A nice photo of a cloudy sky worked great.

8. After a trip to Columbia to get shots of the State House, we went to work adding it in place. It was difficult to get a shot straight on, so we took a good photo of the right half of the building. In Photoshop, we duplicated the layer, flipped it horizontally, and moved it to the left side. We used the clone tool to continue the building out on each side until it stretched off the page.

9. Next, we extended the flagpole to give us enough room to add the Confederate flag (which we had previously distressed via tools in Photoshop). We filled any empty spaces with shots of other buildings…some under construction and some being torn down.

We used multiple layer styles and techniques on the buildings in the background, as well as, the piles of money being sure to blend each image together seamlessly.

10. The last step was adjust the lighting blend slightly and add our text. That’s it!

No need for expensive cameras or months of planning. It’s amazing what you can accomplish when you use your imagination and creative skills. We would love your questions or comments about this spread or about the magazine as a whole. Use the form below to let us know what you think.

Let’s talk a minute about what I call the “Aroma” Principle.

In 2007, Starbucks started selling hot sandwiches and other foods to help strengthen their cash flow and solidify them as a hip, dining establishment. Sales were decent at first, but soon sales in coffee started dropping off. The decline was so noticeable that Starbucks investigated deeper into this growing trend to see why sales of coffee were declining.

After months of polling data and number crunching, they came to the conclusion that the smell of the hot sandwiches interfered with (and sometimes overpowered) the smell of the coffee. Coffee is what Starbucks does. They were creating other items that competed with the aroma of coffee. Coffee is Starbucks’ golden child, its core brand. No longer did their staple item stand alone. It now had competition.

Scent is the strongest cue for our senses. It can invoke a more powerful emotional and mental response than any other sense in the human body. Think about it…What is the first thing you think of when going to a dentist or doctor’s office? The smell is almost always the first answer. It evokes an emotional and mental response.

Every business has an aroma. I’m not always talking about the natural sense of smell. What do people remember about your business? What emotional or mental response do they associate with your business? Does your core message and how you communicate that message attract them to you?

Here’s my point: Keep the air around your business clean & clear. Don’t stink up your business with other things that cover the aroma of your core message.

Read. Study. Think.

This is a very intriguing subject for me and many others who are facing huge obstacles after last year’s economic downturn (and it’s not over yet!). Everywhere I go people are talking about the doom and gloom ahead as many others are closing up shop for good. Everyone is feeling the effects of the economy and small business owners seem to be receiving most of the blows. So, when I talk about putting energy (and money) into developing a culture of innovation, people give me a puzzled look. It’s what I like to call the “deer-in-headlights” effect. You know, it’s when a deer runs out into the road, gets distracted by the oncoming peril, and freezes in place until they’re slammed into the economic windshield and are ultimately obliterated. OK, where were we?

The first response in business during a slowing or negatively balanced economy is to downsize staff, cut spending to zero, and shift all marketing dollars to just meet payroll. Then, all you need to do is sit and wait it out hoping that something will change. Wrong answer. That’s the worst things you could possibly do. It’s the last step before closing your doors for good.

I’m going to share with you 3 principles that will, not only allow you to weather the economic storm, but exponentially grow your company while others suffer the fate of being plowed over by the impending doom. Are you ready? Get a pen. You’ll need to write these down.

Principle #1: Focus on culture

Principle #2: Strengthen your brand

Principle #3: Re-energize your core services

Following these simple steps is the key to longevity. So let’s dive in…

Principle #1: FOCUS ON CULTURE

Let me just say to all my good friends, who have weathered many economic storms, that this is not some new business idea or social buzz word. This is not the latest, greatest ploy by marketing firms to get more of your money nor is it something that’s the “cool” thing to do. It’s a task that you shouldn’t take lightly and it can be the key to really unlocking the potential of your business.

The culture of your business is extremely important both internally with your employees and externally with your customers. So, what do I mean when I refer to business “culture”? I’m talking about how you relate to your business: your employees, your customers, and your brand. The point: Culture=Relationship.

There are some questions you can start with when trying to define your business culture. These questions should spark change within your business.

A. Are your customers more connected to YOU or just what you offer?

Repeat after me, “Culture=Relationship.” Let this become your mantra this year for your business.

There is a trap that all business owners and CEOs can fall into: being the best at what you do. I know. That seems absurd, but that will only get you so far. And, when they no longer need or can afford your services, then you’re doomed.

It’s not just what you DO, it’s who you ARE that will sustain you through the good and bad times. You attract who you are. If you’re focused totally on your services then you will attract people wanting what you can give them. If your focus is on people then you will gain lifelong relationships that will carry you. This applies to ANY business out there.

Why do you think social media is such the buzz now? Why are business owners and CEOs flocking to sites like Twitter, Facebook, and LinkedIN? It’s simple, people need people to survive. When you are surrounded by strong relationships, you can’t fail. Repeat after me, “Culture=Relationship.”

Marketing will only get you so far. What you offer will only benefit you short term. Relationships with your customers will make you a rock in the midst of the storm. People can tell if your genuine so don’t fake it!

B. Are YOU in the right seat? Are THEY in the right seat? Should they be on the bus?

This past year was a defining time for our company. We took a major step up to survey the landscape of our business and determine where we were headed. We knew the financial hurdles we were facing and we were aware of our challenges internally. Before anything else was done, we shifted our perspective internally to our people. We began to analyze the leadership team and our employees. We identified their strengths and weaknesses. Most importantly, we decided as a company to set aside any conclusions we had made about our individual roles and really asked ourselves, “Are we in the right seat?”

I had someone ask me recently, “What do you mean by ‘in the right seat’?” Imagine your business as a bus headed toward a destination. There are those that are traveling with you (your employees) to assist you along the way. You may have designated some of those people to function at certain places (i.e. the driver, etc.). Some of those seats may be empty and some may be overloaded. There may be people that you’ve put in the wrong seats. Others may have hidden talents and skills that haven’t been seen and aren’t even being utilized. Someone may be qualified to fix the flat tire but they may not have been given the opportunity. So, instead of getting frustrated with the driver and firing him, take a step back to see if there in the right seat or if there might be other talents that are hidden. But, sometimes it’s OK to kick them off the bus!

C. Are you a Dictator or a Dynasty?

A dictator is interested in one thing–doing what he wants done. That type of leader will force others into the funnel of what they want until everyone (including the CEO!) is frustrated and ready to bail. These types of companies work extremely hard, have minimal return on their investment (ROI), and usually die out with the owner/CEO.

During our internal culture assessment, the CEO of our company recognized what he wasn’t good at, quickly shifted his responsibilities and put people in place that were more qualified to solve the company’s challenges. He also recognized what he WAS good at and focused his effort in doing just that. Just because he was the CEO didn’t mean he had to know or do everything within his company.

D. What are you willing to sacrifice? You have to give up to go up.

Even though he was the CEO, he gave up the things that he was good at and focused on what he was great at. He stepped out of the way and allowed the people in his company to run with their gifts. He’s still the vision holder, but we are the vision carriers. A good leader recognizes their strength and weaknesses and surrounds themselves with dedicated, qualified individuals who can take it to a whole other level. They also see the value in what people can accomplish together.

Now, he’s created a generational company, a dynasty, that will outlive him and reap incredible benefits over a long period of time.

Principle #2: STRENGTHEN YOUR BRAND

Obviously, your internal culture has a lot to do with creating a strong brand. However, there is brand that is separate from your company. That brand is YOU. You and the people that work for you are the best representations of your company. Why not invest your money into that resource?

Companies spend billions on marketing. But, the reality is you don’t need to have a recognizable logo like McDonalds or a catchy jingle on the radio. What you need is relationships with people. Your reputation speaks volumes about your brand.

Don’t be afraid to be positive about your competition.

I’m going to let you in on a secret. Become an advocate of others and they will become an advocate of you. At the end of the day, you can catch more flies with honey than with vinegar. Promoting others will earn you respect and even promote collaboration. You don’t have to be competitive about everything (except price!).

Principle #3: RE-ENERGIZE YOUR CORE SERVICE(S)

One word–FOCUS. We spent lots of time as a company scrambling to offer every service we could. Everything that came our way we took and we about killed ourselves in the process. We were tired and stretched to the limit. Our talented people were only able to put so much effort into each offering. They couldn’t put 100% into anything.

Get back to what your great at. Get rid of all the things you’re just good at (and certainly all the things you’re bad at!). Pour your resources into the great things that your company offers. You remember, it’s why you started your company in the first place

Diversification of services is good as long as the supply for excellence in that area is there. Don’t max out your talent base. Allow room for their roots to grow. You’ll be amazed at what other skills emerge.

Read. Study. Think.

Let me offer a special thanks to Joel Van Dyke (@jpvandyke) and others for their feedback via Twitter on this subject. They helped me flush out some thoughts I had in my head about the subject.

I know what you’re thinking. What in the world does taste have to do with your business? What place could it possible hold in my line of work? Well, not all businesses recognize the importance that this often overlooked natural sense plays in building your business.

When we moved into our new building several years back we never stopped to ask ourselves that question. Instead, we thought it would be pretty cool to build a coffee bar in the middle of our office space. We all loved Starbuck’s so, the idea of a coffee bar made sense for us creative types. We designed and built a 15 foot coffee bar complete with frosted glass cabinets, brushed steel stand-offs with a floating glass top, a small fridge, and a beautiful, black lacquered finish. It was a great addition to our office.

Every day we would gather around the bar for lunch and talk about the great things that we would accomplish personally and as a company. Soon, we began holding our short morning “huddles” around it. Other brain storming sessions took place there. These simple talks sometimes turned into powerful planning sessions that would last hours. Many decisions about the future of our company were being made around the coffee bar.

Within a few months time several of our clients came in at different intervals, pulled up at the coffee bar with their laptops, connected to our public wi-fi, and made it their own office. More and more clients began stopping in to pull up at the bar with a fresh brewed cup of Starbuck’s coffee. Then, clients began requesting to use our office for a meeting space. They would hold men’s meetings, social networking events, and even birthday parties around the coffee bar. It became a focal point for business growth and we didn’t even realize it. The value that that one decision made was astounding and served to grow our business exponentially without much effort from us.

It’s almost cliche to talk about conversations ‘around the water cooler.’ But, there’s a principle there that all business owners need to learn–people look for places of refreshment. They seek out areas that offer them a sanctuary away from the daily grind. The coffee bar was built for our enjoyment. Only by accident did it become an incredible business investment. We have learned that there is value in offering our employees and our customers a place of refreshing. These places, no matter how small or insignificant, become the breeding ground for amazing things to happen. That’s where you should put your marketing dollars.

A simple coffee bar with a great cup of coffee can be an amazing tool in establishing powerful relationships internally and with your customers. Are there places around your office that can be transformed into extraordinary places of growth for your business?

Think about it.

It took us several years as a company to analyze what components make up a successful brand and how our natural senses play into that success strategy. After we brandscaped our office (see the first article for explanation), the next task was to tackle the other senses.

We appointed one our associates to the position of First Impressions Coordinator. Her job was to oversee every touch process that a client experienced as they come into our office. She has analyzed every step, from the front door to the back wall, that a client takes when in our office. What do they see? What do they hear? What do they experience? What smells will they associate with our company? What impression will they have when they leave? And, most importantly, what will they tell others about us?

Sound plays a huge part in marketing. Music releases certain chemical reactions in the brain which drives our responses. 

Not many people know this but national companies pay big dollars to sound technicians for their expertise. Studies have concluded that certain music and sounds create responses in the human brain. These studies have shown that slower, more melodic music will cause shoppers to slow their pace through certain areas of the store and allow them to focus on multiple products. Other music such as fast-paced rock or highly evolved cinematic scores will speed the customer towards quick, impulse decisions or fast buys.

Have you ever stopped to analyze the importance of this when you’re at your favorite restaurant? Some restaurants promote more of a social atmosphere with top 40 hits and plenty of noise while others promote a more peaceful atmosphere for fine dining. You’ll notice that restaurants who have no music tend to have a lot less traffic (of course, the food helps!).

The atmosphere of any business goes a long way toward gaining customer approval and what’s called the “return factor” (how people gauge their future interaction with your business). Stop and analyze your own company. Don’t just think about music. Think about what other sounds are being heard. Can your customers hear conversations, phone calls, equipment, etc? It matters. It really does.

Sound sparks conversation. What conversations are you creating? Think about it.

Our 5 natural senses play a vital role in marketing in today’s world. Your emphasis here can make or break your business. Focussing solely on one or a few doesn’t cut it. It takes all 5 to be successful and I’m going to tell you how.

Today, I’m going to deal with SIGHT. 

I remember some time last year walking into the foyer of a potential client’s office for a meeting. (I won’t reveal who the business was but let’s just say that, at the time, they had a very reputable standing in the community.) We pulled into the parking lot, got out of the car and proceeded to what we thought was the front door, a traditional glass storefront with metal framing, fingerprint laced, and locked. Just inside the glass was an old couch covered with a dirty, crinkled yellow sheet. We quickly realized that what we thought was the front door was actually the side door and on the side of the building, tucked in an alleyway, was the “front” door.

We entered into the building into a small, uninviting lobby (if you could call it that!) and was greeted immediately by a plant that teetered on the edge of oblivion, halfway between the undead and the scorching heat of hell itself. Scary. To our left was a cutout window where the receptionist at some point had worked, along with a pile of papers the size of Mt. Everest.

And there it was, the ultimate symbol of all busy office spaces, laying on the precipice of the wooden paneling–the silver bell. With a slap of the wrist, the sound called out to those too busy to notice that the door had just opened…”DING.” Within a few seconds, this large wooden contraption swung open from the far wall and we were greeted by an assistant who told to have a seat, and they would be with us shortly. My business associate and I smiled back at her and nodded.

We turned to inspect a few of the items that were on the small end table behind us while we waited. On it were a few magazines (some recent, some dated a few years back!) and several awards that the company had proudly displayed to show their customers what amazing things they had accomplished. I picked one up to look at the placard and first had to wipe the dust away to even read what it said. (It took a few passes of the finger before I could make it out. Yuck.)

After that wonderful experience, I figured I would give up the pursuit to collect more dirt on my hands for a more noble option of sitting and doing nothing else with my time. I sat back in one of the chairs provided and immediately sank into a deep crevice. Now, by deep crevice I don’t mean the kind of deep crevice that invites us to take a nap on a really comfortable couch. I mean the kind of deep crevice that causes suffocation if you don’t get someone’s help to pull you out quickly. Evidently, these chairs were made prior to the invention of springs. And, to top it all off, looming over us was one of those 12 inch convex mirrored discs that made me feel as if I was at the circus in one of those crazy fun houses with the silly mirrors.

Wow…all of this within the span of about 3 or 4 minutes.

Several years ago, when I began working at my company, the office space was terrible. The people were incredible but the space left much to be desired. The money we spent driving to client meetings (because we were so ashamed of our office!) was incredible. We had to rely solely on our reputation and ability to impress our clients with what we said to make a business deal. Then one day we made the decision that something needed to be done. We took a step back and asked ourselves, “What does our potential client see?”, and, “What does our space communicate about us, our company and our brand?”

We radically changed our office environment (Brandscape) and immediately began reaping the benefits of our decision. Not only were saving a ton of money on gas, but the clients who had been to our office were now walking, talking advertisements for us. It wasn’t so much, “Hey…you gotta check out their office!” as much as it is, “Wow. Those people know what they’re doing! You’ve got to do business with them.”

My point is this–your face-to-face confrontation with your potential customers is rarely ever their first impression of you. It’s sometimes, their last impression. For many business owners, WHAT you do is most important to you, not WHERE you do it. But, where you do your business is of extreme importance to your customers. There were about 30 impressions that influenced me when I visited this office BEFORE I ever shook the client’s hand. And to this day, that God-forsaken plant made more of an impression on me than the client. Before you add more people or services, consider partnering with someone that can analyze your space from a customers perspective and help to establish those impressions of your brand to make your customers a proponent of your business. We call this brandscaping. What your customer sees and experiences with your brand can go a long way towards making them a friend or foe of you and your business. Think about it.

As Creative Director of a truly innovative firm we run across clients with many different needs…and desires! I can’t tell you how many times we’ve partnered with businesses or organizations looking to us as their creative engine, utilizing the combined decades of industry experience that our team posseses. Our team spends hours strategizing and developing a major marketing campaign only to be told that all they really want is a personal designer to put to paper what they see in their head. We then become overpaid, overworked production artists.