SISARINA SPEAKS

by Melanie Spring

Do you love your employees? Do you love your clients? When was the last time you told any of them you love them? Have they told you they love you recently?

Creating a culture of love and family allows your team to attract clients who fit into your model. At Sisarina, an incredible culture has been my entire goal. I believe in my employees and invest in them. Instead of only investing in them with monetary benefits and time off, I like to create ways for all of us to feel like a real family.

Here are 5 ways Sisarina invests in our culture:

1. Morning Inspiration
When arriving at work most grab coffee, sit down, turn on their computer, and start working. I've always felt that was too robotic so we instituted a Morning Inspiration time where we sit on my office couch and inspire each other with readings, things we've learned, and stories of the previous evening or weekend. We all love this brief moment of relaxation before heading into deadlines and emails.

2. Plank-a-Day
It used to be //teresa-thomas would run up and down the stairs when she needed motivation to keep going. Now we all get down on a yoga mat chatting with each other for a full minute keeping our minds off the fact that we're working our abs. A noon tradition that includes 60-seconds of laughter with Bailey & Griffin playing with us since we're down on their level.

3. Office Lunches
One way to my heart is through food. If you buy me food or coffee, you will get all of the marketing or business advice most pay for by the hour. Since food works for me, Sisarina likes to buy us all lunch so we can sit around the conference room table chatting or working on a deadline. Congregating around food while also saving our lunch money allows us to break up the email monotony.

4. No Talking Tuesdays
When I was a kid, I loved my quiet time away from my family. It was my time to get my writing done. Sometimes we all need a little time away. Sisarina enacted No Talking Tuesdays and most Tuesdays you'll find us quietly working at our desks with headphones in without interruptions. No phone calls, no IM, no texting or social media. We share the love by allowing each other to get our work done.

5. Love Notes
Since I left for college, my dad has sent me handwritten letters by snail mail. Nothing feels better than getting something that personal. I've carried on the tradition by making little love notes for my staff. We spend a lot of time together and know most everything about each other's lives. Reminding them how much I love them & appreciate them by making a card & leaving it for them to find first thing in the morning. They're my family!

What ways do you put love into your culture? Spread the love & give us more ideas!
 

By Greg Kihlström, Carousel30

When asked to write an article on leadership, I decided there was one thing I felt is not focused on enough in these types of discussions. It is an important thing to be a leader, and to have the strong qualities that a leader possesses, but it is just as important to create an environment in which other strong leaders can emerge.

I’ve played several roles in my short career so far. I was an intern, an employee, a manager, then a freelancer on my own. And now I am leader (co-leader, to be more precise) of a small team of really great individuals at Carousel30, a digital agency with national clients based in Alexandria, Virginia. I’m proud to say that a company of 4 has grown to a company of 20 over the past few years, and we continue to see an upward momentum.

What makes a successful team, or a successful company? In my experience, it’s not enough for me to be good at what I do. As a leader, that is expected of me, and it’s part of what gave me the confidence to start a company in the first place. My goal is to find people who are as good or better than me at the things that need to be done to have a successful company: happy customers, great work, and a healthy bottom line.

Sounds easy enough, right? I have been fortunate with the team members I’ve had the opportunity to work alongside. But it’s not always as simple as hiring someone for a particular job and sitting back. I’ve found time and time again that it’s easy enough to spot great people, but the challenge is finding out what they really want to do.

That’s the key to happy employees, success and growth of the company, and true innovation. Happy people do good things, and when they’re given the freedom to work in the areas they love, they can do amazing things. Some times it’s not relating to the exact job description they were hired for, but a good leader will look for and identify the great people and steer them towards the things they truly love to do. It’s for the benefit of the employee, but it’s also for the benefit of the company. It doesn’t mean it’s always possible in a short time frame, either. But creating a culture where people have the opportunity to find what they love to do, and working with them to be able to do it is rewarding ten times over.

It all starts with finding people to add to your team that are highly motivated and want more than just a job. These are the people that make sure things get done right, not just checking off a box on a to-do list. Knowing that people do amazing work when doing what they love, it’s important to give them a variety of tasks and see how they respond to these things, so you can see the tasks at which they excel. It’s easy enough to spot a pattern if you’re looking for one.

Once you’ve spotted the pattern, it’s really a matter of how much flexibility you have to be able to push them in a specific direction that best suits their goals and what they really love to do. I’ve found that some times simply letting an employee know that you see a certain potential in them, but can’t do anything about it at the moment helps a lot. It shows that you’re engaged with your employees and it shows that you want the best for them. Some times there are small steps you can take while waiting for a larger shift to be possible, like giving them small parts in a project, or allowing them to attend events or trainings.

Besides happy employees, another benefit of all of this is that it allows you to grow true leaders, instead of people that get promoted because of seniority. A leader is someone that helps others lead, knowing that when one person succeeds, we all succeed. When you help someone lead by doing what they love, it is a gift that they can then pass on to the people they manage, wherever they go.

I believe this concept has been one of the most helpful things in my experience as a leader. I can’t even say exactly where I learned it from, though I have had a few great bosses through the years that practiced this as well. But I recommend that you think about your organization in terms of a place that allows the freedom to let great people shape their job description as both of you discover what they really want and are capable of doing. It may take a few months or it may take a few years, but the benefit is an organization of people doing great things that they can be proud of.

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Greg has over 15 years experience in digital strategy and interactive design. In addition to founding Carousel30 in 2003, Greg has been awarded design honors, published in books and magazines, shown in galleries, and featured on prestigious design websites. He has been featured in Advertising Age, Adweek, Web Designer Magazine, Website Magazine and Voice of America and has served as a judge in several renowned design competitions.

Website: carousel30.com | Twitter: @gregkihlstrom

By Heather Harris Roemer, Girls Rock! DC

Music has been a guiding force for me since I was a kid. I got the opportunity to be a part of musical theater performances in high school. As a part of the cast, I found a place to belong, a gang to hang with. Since then, I’ve found leadership positions in college radio, local music zines, and a record store.

Now I’m volunteering with Girls Rock! DC — a rock camp for Washington-area girls — and though I joined to donate my time and talents, I have found that after volunteering for a couple of years, I have gotten back as much as I’ve given, especially in the form of leadership experience. I have a few tips I can share, which apply to more than just musical organizations:

1. Share the microphone.
Leaders aren’t responsible for providing ALL the solutions, but for guiding the team towards one. Don’t shy away from leadership because you don’t know all the answers. 

2. Audition your band members carefully.
Better teams make better leaders. When you have a good group working for you, it’s easier to communicate, to reach goals together, and eventually succeed.

3. Write lyrics as a group.
Seek solutions from the people you are leading, and help them organize a path to the best solution.

4. Enunciate.
Especially when you are delegating, be clear with expectations.

5. Go wild on stage
...to a degree. Leaders take risks, but that doesn’t mean doing things haphazardly. Risks can be taken after looking at the necessary considerations, and then moving forward in an educated manner.

6. Now, with feeling!
Passion is contagious. Gratitude is rewarding. These tools are free and if they are genuine, they can brighten up a workspace more than changing the wallpaper.

7. Practice, practice, practice!
Don’t ever stop learning. The world is changing around us. People learn and work in different ways, and effective leaders must be willing to adapt. Keep on your toes. Take a class, or volunteer somewhere like Girls Rock! DC, where you can energize your leadership batteries.

As much as non-profit organizations like Girls Rock! DC can benefit from your time and talents, you can often use your volunteer experience on the job. For instance, I kept my website and design skills sharp at Girls Rock! DC, talents I’ve been able to take back to work with me. Groups like Girls Rock! DC are real résumé-building opportunities.

This year, Girls Rock! DC is planning their fifth annual camp for girls 8-18 years old. If you have some time to donate, especially if music is one of your passions, visit girlsrockdc.org for more information. No musical talent is necessary. If you are interested in being a role model for these young people, we’d like to hear from you!

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Heather Harris Roemer is the Partnership Coordinator for Girls Rock! DC. During the day, she’s the Traffic and Production Manager for Creative Services in The Washington Post’s advertising department. She has been working in the marketing and communications field in the D.C. area since graduating from The American University in 1993. When not at work, you’ll find her traveling with her husband, at concerts or the movies, or working on local music ventures like Girls Rock! DC.

Website: dcgrrl.com | Twitter: @dcgrrl

by Teresa Thomas

A great deal of the time being a good leader is as much about perception as reality. How you present yourself and how you react to what’s thrown at you will determine whether or not those around you look your way for leadership.

Here are a few things you can do to look like you’re the one to turn to:

#1: Stay Calm
When surprises or disappointments arise, do not fly into a panic. Those who follow you need to feel like you have the situation in hand at all times so that they can have the confidence to do their best.

#2: Speak Authoritatively
...but don’t fake knowledge you don’t have. It’s not always easy to sound like you know what you mean without “making things up” along the way, but it’s never a good idea to try to make up answers you don’t have. Being honest, offering to find those answers you don’t have and sharing what you do know will prove your trustworthiness.

#3: Stay Calm
When dealing with struggling employees (or difficult clients), do not raise your voice or make threats or sling insults. Not only does a calm demeanor help keep everyone else calm and respectful, but it also keeps you from looking like you’ve lost control. Insulting or yelling at others only ever makes you look bad, no matter how “justified” you feel.

#4: Do not fight criticism
Know your worth and stand strong in it. When someone criticizes you or your decisions, listen thoughtfully, stand up for what you believe is right and learn from what might be wrong. Automatically arguing with criticism makes you appear insecure, which undermines your authority.

#5: Stay Calm
Know your mission and your values and do not make snap decisions when things start to heat up.

Are you sensing a pattern here? Good leaders keep their cool because they know their worth and their goals. Practice speaking in a calm voice, even when you don’t feel calm and learn to stop and think before anything comes out of your mouth – especially in high stress situations. If you can remain the calm in the storm, you will be looked to as a leader, no matter how you actually feel inside.

by Kimberly Bryden, Whole Foods Market

There’s nothing more valuable for a business than having your customers feel like they are a part of your brand. Fostering that relationship with your consumer base and maintaining a dialogue, through good and bad, is essential for a successful business and crucial for brand management.

Demographics
When creating marketing strategies, the most important factor is knowing your customer base and tailoring your tactics. In my previous store in Alexandria VA, the customer base was coming home from work in the city to their homes in Alexandria, or doing their weekend shopping for their 2-4 person households. Now my demographic in Foggy Bottom is fast-paced and is normally traveling to other parts of the city after work or after school. If they are from the area, they are shopping for 1 or 2. Knowing your clientele helps in creating appropriate and unique tactics.

Initiate
Initiate conversation with your customer base about your product or business. Focus on your differentiators and your messaging. What sets you a part from your competitor? Why should people use your product? People won’t engage in conversation unless they know about your business/product first. Upon opening the new Foggy Bottom store, I started a tumblr account to debut photos of the store being built. I needed to create excitement and anticipation for the new store so that once it opened, I already had a bond with the customer base.

Action
Don’t just sit by and wait for people to send positive or negative remarks to you. Go into the community and listen to what people want. At my store, since we are in the New Year, people are looking for value and healthy eating options. For me, it can be as simple as informing people of our sales while they are waiting in line. Other times, I’ll go to community meetings and have cooking demonstrations to introduce people to our Health Starts Here program. One must take action and go to the community rather than assume people will find out on their own.

Listen
Customers or clients will have no problem letting you know what you are doing wrong. Never ignore people’s concerns and always address the issue. Listen to the questions, concerns and respond professionally. Once a quarter, I have an Internet Customer Advisory Panel on Twitter where I dedicate an hour to listen to customers needs. Listening to concerns, addressing the issues and providing answers in a group forum and providing transparency does wonders customer relations.

Opportunity
Know your areas of opportunity. On my Marketing Team, I have a demo specialist who does food samplings throughout the store and schedules vendors to come sample. What better way to introduce customers to new products, than to taste it. Introducing customers to local vendors in our store shows how invested we are in helping local entrepreneurs and, in turn, those vendors get exposure in a new venue. There is always room for opportunity, and creativity, when it comes to new products. It’s your responsibility as a businessperson to acknowledge your areas of opportunity and set goals to reach them.

Grow
In this age, one can not be afraid to grow. Maybe it’s not growing in the sense of opening a new location, but perhaps it’s growing your online presence or growing your community outreach. This goes hand in hand with learning your areas of opportunity. Are you using Facebook & Twitter? What about Tumblr & YouTube? Have you thought about Instagram or Pinterest? A lot of businesses don’t invest in these inexpensive ways to build bonds. It takes time and energy to be consistent and innovative but it’s worth it.

Understand
Understand that your client might not get why you need social media. Perhaps they have the mentality of “if you build it, they will come.” Customers may come to your location or try out your business once because you have “the best product” or “the latest technology” but if they have a bad experience or have questions, you need a system in place to communicate. Understanding the necessity of outreach online is vital for full customer experience.

Evaluate
Always evaluate the programs you’ve set in place. A lot of people only want to hear best practices or success stories, but it’s equally necessary to measure failed attempts. Maybe no one came to your event or no one participated in your twitter contest. Evaluate your methods and return to assessing the marketing p’s: product, place, price, promotion.

There you have it, my DIALOGUE acrostic; no business can function without it. How do you create dialogue?

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Kim Bryden is a Marketing and Community Relations Team Leader for Whole Foods Market. She has been with Whole Foods Market for almost two years and has tailored unique marketing strategies for both Whole Foods Market Alexandria and Foggy Bottom. Kim specializes in social media and community engagement while focusing on brand management.

Twitter: @kimchiquita & @WFMFoggyBottom.