How to Be a Rainmaker
Rain- Thats been the prevailing climate here in New York for what feels like aan eternity! Since when did Seattle and New York have a trade that I wasn’t made aware of ?
As rain was the lead subject of discussion for most of us Northeasterners the beginning of the Summer, it brings to mind a lesson on Branding I learned from Dr. Benjamin Mack which co-incidentally he entitled How to Be a Rainmaker.
Over the next bunch of articles or so I will make an effort to highlight some of the most important points of this seminar which was comprised of three main sections: 1) Making lightning Strike, 2) How to keep the lightning striking and 3) How to Bottle your Lightning.
Those not acquainted who Ben Mack is should know that he ranks is one of the big Kahunason Branding currently in the country bar none! Mr. Mack (or should I say Dr. Mack) has held positions at some of the most respected advertizing agencies during his memorable career. How does Vice President for Brand Strategy at one of the major corporations grab you?
Essentially, what that means was he was lead strategist in charge of a ” billion dollar account (yes, I said ” billion or 500 million smakers)! Do you think he knows what he is doing? I most certainly do, and not only has he worked magic for the many corporations he has worked for, he is also a professional magician who at the age of 19 was the youngest recipient of the Award of Merit given by the magic castle.
Do you know what a Rainmaker is? Do you want to become one? A rainmaker aside from the apparent implication of a indian shaman who using magic makes it rain, is an individual with the uncanny ability to be a magnet for customers, exploit (in a good way) political connections, and bottom line, make the company a great deal of money. However, when it rains the lightning isnt too far away! We will get more into that in a bit.
As a marketer your cheif duty is to “up sell” people on their experience or understanding of reality. In Ben Mack’s book “Think Two Products Ahead” he discusses how the most valuable branding really only happens only when businesses think two products ahead rather than just thinking here and now and to build a successful relationship with your clients or customers through your Brand. The section where Ben teaches how to construct your Legend Platform is worth boat loads more than the price of the book itself!
The “Brand” (called YOU) is built by using legends or tales that are told over and over and gain strenght with time. These stories should be permitted to say the opposite of what the others say and will increase as the stories get older. So, if you had to make a choice of the type of story you use to make your business shine like a diamond (you are reading articles like this to help you right?) why not let them be legends. A Legendary business is a profitable one!
Look out for the next article in the “Rainmaker and Branding” series coming soon to a blog, e-zine or website near you!