Service

Don’t Just Say Thanks.


Veterans Day 2018 brought familiar reminders to those of us in the general public – non-veterans – of the service of others.  Who can miss those Camo’/faux-military hats and warm up jackets on the sideline of NFL games?  And then there are the military themed TV ad campaigns and the reminders that this retail chain or this coffee company proudly hire veterans.  And all over social media and – sometimes – in person, we say Thank you for your service.

Nothing particularly wrong with any of that.  Except that quite often saying thank you is all we end up doing.  I recently saw an interview with Senator Tammy Duckworth of Illinois, former helicopter pilot who lost both legs in a crash in Iraq.  She said near the end of the segment that what veterans like her really want to hear — far more than Thank you for your service — is the simple phrase Never forget.

Never forget is more than a feel-good catch phrase. It’s a challenge. Far too many veterans do feel forgotten for much of the year.  And those who probably feel it most are our wounded warriors and their families and the kids and spouses of the men and women who made the ultimate sacrifice – Gold Star families.

As we all break for Thanksgiving, I’d like to appeal to those of you who read The Drift to not only Never forget, but to act on that value right now.  For the past 12 years I’ve been involved with The TD Foundation, a 100% volunteer group that gives 100% of the funds we collect to the families of those veterans who can least afford to be forgotten. We help make mortgage payments, have car engines rebuilt, send children to camp, buy soccer equipment. Sometimes these small acts of support are enough to keep a family from losing their home;  other times they just make a kid with a wounded or missing parent feel like – a kid.

On Thursday evening December 6th, near the World Trade Center site in New York, we’ll be hosting our annual fundraising event.  Click here to go on our website and buy your ticket.  Even if you can’t attend, go ahead and make the donation.  You can do it on the same page.

Yes, there are many people in the world and in our own country who need our help.  But I’m asking your help for a particular group of Americans that should never be forgotten but who too often are.

I thank you for your generosity and wish you and your families a blessed Thanksgiving holiday.

Never forget.


One Tiny Change.


If swapping out just a single word in your vocabulary would create enormous positive change in you and those around you – massively shift attitudes and perspective for the better – would you do it?  It will take discipline and consistency to normalize the new word, and it will feel awkward at first.  So…would you make the change?

You just need to start using the word for in place of other prepositions like in and to.

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For example, when composing your team or company mission, you might be tempted to write something like “Our goal is to be the best digital marketing company in the world.”  This may sound positive, but inherently it says there is a contest out there that we will win…we will be recognized…. we will be respected.  Being the best in the world….is about you.

But with one tiny change, your goal becomes being the best digital marketing company for the world.  It becomes about them.  It morphs from self-aggrandizement and recognition to generosity and service.

All day long, sales teams and the in-house marketing, technology and client service folks who support them focus on building and delivering the things that we can sell to the customer.  Small wonder that so many sellers feel a sense of creeping unease in their customer relationships; who wants to be thought of as a seller when selling seems to mean taking?

With the same tiny language change, we turn the whole thing around.  Instead of selling to the customer, we’re selling for the customer…. building for the customer… creating for the customer.  The relationship is no longer a transaction we hope to win, no longer a beauty contest in which we hope to end up with the crown.  It becomes about the work.  About deserving the client’s trust, respect and – ultimately — their investment.

In an age of ubiquitous video and visual overkill, this focus on words may seem dated. But words matter.  And in the culture you’re aiming to create and the career you are aspiring to enjoy, your words will either work against you…or they will work for you.

This Drift was inspired by my good friend Charlie Thomas, legendary seller and digital sales executive who has always been a great source of inspiration and ideas.