Tag: networking

With Everything Given, Something is Owed

by jcafesin, posted in Family, friendship, relationships

With everything given something is owed.

With everything given something, not the same thing, is owed.

With everything given—a kindness, one’s time, efforts on your behalf—you owe that person.

I write it three times because most people DON’T GET IT, or worse, refuse to believe it. It’s easier to receive than reciprocate. Denying or ignoring reciprocity doesn’t make the debt disappear; it undermines the relationship.

Just got off the phone with a friend. After describing my husband’s failure in planning our recent trip, I added he ‘owed me’ for 23 years planning unique family vacations every year.

My friend retorted, “I hate that. You don’t ‘owe’ your partner.”

Yes. You do!

With everything given something is owed.If not equitably, the perceived partnership is really a dictatorship.

Gray divorce is trending because the wife spent the last 20+ yrs of her life raising the kids, cleaning the house, shopping and cooking the meals for the family while working full-time, and she’s done being the unpaid labor force for a man who never learned to reciprocate.

Like it or not, mutually beneficial, fulfilling relationships are reciprocal.

Reciprocity goes beyond just marriage.

If your adult child has spent 20+ years being volatile, demanding, emotionally abusive, you may ‘love’ them, but it’s also likely you’re tolerating them.

Relationships without reciprocity become endurance.

With everything given, something is owed. If this paradigm is not understood, and PRACTICED in relationships, resentment festers, and corrodes over time. The union becomes fragile with the [often unspoken, or consciously recognized] weight of hostility, leading to divorce, estrangement from family, ending friendships, even work relationships.

I told my friend I spent three months every year planning our vacations on a shoestring budget. Countless times over the last 29 yrs I’d asked him to plan a romantic getaway for us, but he did only once—this recent trip, which I instigated, and reminded him to plan for over a year.

With everything given, something is owed. Something is owed, but not [necessarily] the same thing. Reciprocity need not be identical, but must be proportional to achieve equity in relationships. And true intimacy—sharing open communication, connection, trust—requires equity. Had my husband invested the same amount of time and focused energy as I do planning our trips, we likely wouldn’t have ended up on Hawaii in a cramped, shoddy, bug-infested Airbnb above a bar. (No resentment there…)

My parents’ marriage of 49 yrs was not reciprocal. It was a hierarchy.

I never heard my mom say a bad word about my dad until two weeks before she passed. Dying of cancer, she lay on her side of their California King spewing her bottled rage towards her misogynistic narcissist of a husband.

My dad was ‘king of his castle,’ but my mother paid the bills, did the taxes, and worked full-time while raising three kids. She planned the vacations, threw the parties, purchased the presents, hosted holidays, shopped and cooked most meals, even did much of the clean-up. She attended his business functions and soirées—‘his arm piece wearing the requisite sunshiny face,’ she’d said during her hate-filled rant.

My dad went to work and was home for dinner most nights. After he ate the meal we served him, he went into his office and watched TV, or read. Oh, and in a grand display, he carved the turkey my mom bought, cooked and served at Thanksgivings.

He left her lonely ‘doing his own thing’ in his free time during his working years, and in retirement. She gravitated to her network of friends (as so many married women do!) who extended their Time to her, as she did to them. They spoke often, met up for meals weekly, traveled together on vacations to far away places— leaving my father lonely too.

Ultimately, neglecting to invest the time and energy my mom had into him served neither of them.

Reciprocity isn’t complicated. It’s recognizing the amount of Time others invest in you—directly, through their time and attention; and indirectly by making your life easier.

It may be as simple as your timely response to a text or email from a friend or family member (since no one likes to wait for a reply).

A child’s reciprocity for a parent’s investment in them may be demonstrating respect, gratitude, cooperation, affection over time.

Husband/wife, parent/child, siblings, friends, associates, practicing Time for Time builds trust, connections, can even repair broken relationships. When we give our time—our most valued possession—we show we care.

Invest your Time in preserving, even strengthening any partnership by taking the following steps (in order!):

  1. We are a TEAM.*
  2. What does my partner need/want?
  3. What do I need/want?
  4. Compromise.
    *Steps 2 – 4 can be more easily achieved by remembering #1.

With everything given, something is owed. Not the same thing, but something, in equal measure. This is the price of obtaining, and maintaining connections, friendships, love.

On Networking

by jcafesin, posted in Marketing, Small Business Marketing, sociology, stanford, startup, startups, technology, UC Berkeley, Uncategorized, writers

My second job out of college I was the Art Director for 1928 Jewelry Co. The company is still alive and vital today, quite a monument to startup lore. My boss, Fred Burglass, was the best boss I’ve ever had. Funny. Kind. Patient. Smart. I really loved that man. He was like a father to me, taught me many things about marketing, business, and people. Yet I still struggle to adhere to possibly his greatest lesson.

I’d been working there over a year and had neglected to attend any of the executive parties the company threw in their beach house in Malibu. Fred called me into his office one afternoon and insisted I come to the upcoming holiday party, as it was part of my job to schmooze with our current and potential new buyers, and my executive co-workers.

The Friday night before the Saturday party I called my assistant into my office. She’d wanted to go to the party, so I suggested she pretend that she’d come with me. I asked her if anyone was looking for me there, like our boss, Fred, to tell them she just saw me on the beach, or on the deck, or downstairs talking with the Macy’s buyer. I thought I was being clever, outsmarting Fred by telling him I’d be there, and then setting up my assistant to lie for me so he’d never know I wasn’t. The Malibu property was an estate home and easy to get lost in. My assistant was charming and smart and would have no problem pulling it off.

Monday morning Fred called me in his office. I know you weren’t there on Saturday night, he began. But the truth is, you’re just screwing yourself. You want to build your career, maybe your own company down the line, or even write novels full time? Business success, in whatever you choose to do, requires networking, he assured me.

Sadly, I’d pretty much tuned him out. Network. Network. Network. Building relationships is the only way you’ll propel your career forward, Fred consistently preached, so I’d heard all this before.

Problem was, I’ve always been a recluse. An artist by nature and trade, I likely landed in the arts because I have a hard time being with people. I suck at small talk. And I’ve learned getting too personal with questions or opinions is a fast way to shut down dialog. It’s exhausting walking the line of popular decorum, putting on that public face and pretending I believe the guy, or am even interested in how successful he thinks his startup is going to be when he doesn’t even know the SaaS he’s built is already being done by someone else. Ever hear of Competitive Analysis? I want to ask him, but don’t. I used to, but it wasn’t received well.

I give myself all kinds of excuses for not networking. I’m just not good with people. I’m better at creating than chatting. I’m an empath—get too much input around people so I need to limit my contact. But I know it’s all bullshit. You are a brilliant creator, Fred used to tell me. But no one will know that if you don’t meet the right people who recognize your talent and connect you with others to help you exploit it. You must network!

He was right, of course. Digital advertising—Facebook to Google to TikTok—has a very low ROI, generally between .05 – 1.5%. Print is usually higher, but not by a lot, assuming the targeting and messaging are equally tight. Building relationships in-person or online can yield far greater ROI, if done right. Amazon built an empire on exceptional customer service, eliminating the risk of online purchasing by making returns easy, garnering staunch brand advocates. Shark Tank candidates aren’t on the show just for VC money. They’re there for Lori Greiner’s connection to the shopping channel, QVC. The tech entrepreneurs want Mark Cuban’s contacts in the Silicon Valley community.

While networking ROI may seem harder to quantify than digital ads or even direct mail, consistently talking with people in your industry [and related industries] at meetups, SIG meetings, trade shows, webinars, conferences, biz and tech talks, and even office parties, over time will yield better ROI—broader brand recognition and more sales—than any other form of marketing/advertising.

Starting a startup, or finding a job or getting clients, the more you network with your industry and target markets, the greater your odds of building a thriving business. After all, it’s not what you know, but who you know that will help you pave your path to success.

The Psychology of Marketing

by jcafesin, posted in Uncategorized

I teach my students at Berkeley and Stanford that the foundation of marketing is psychology. Marketing is manipulating people to do what we want, so to get people to do what we want, we have to understand how they think, what they feel, and why.

I also teach that the foundation of psychology, what motivates all of us to do whatever we do, is self-interest. I explain that even saints like Mother Teresa, who spent her life feeding the poor, caring for the sick, did so out of self-interest. Mother Teresa was not altruistic. There is no such thing as Altruism. It is a religious construct to motivate good deeds, to get people out of our own heads, even for a moment, to consider others.

Many students, especially believers of religion, have a problem with this lecture. And, no doubt, many reading this blog are bridling right now. “Of course Altruism is REAL. It’s what we strive for, our highest attainment— to give selflessly, because we are fundamentally caring, loving beings.”

Not so much. We are fundamentally self-serving.

And this is NOT a judgment call. This is a fact of human nature. What can be judged is what we DO with this fact of our nature.

I teach self-interest religiously with every Marketing lecture I give. As Mother Teresa spread the word of Christ around the world with every sick child she fed, she was fulfilling her function as a nun. And her brain rewarded her efforts with Dopamine, Serotonin, Oxytocin— ‘happiness’ hormones that made her feel good. In the face of that kind of poverty, I’d be crying daily. I don’t do what she did because it would not make me feel good in any way. I’d be profoundly sad, every day, knowing Christ will never save these children. People are going to have to do that.

We ALL act in self-interest. We scoff at Chevron fracking as the height of corruption, yet we blithely ignore our roles in global warming by driving SUVs we don’t need, or leaving lights or electronics on all the time because we’re too distracted to turn them off. Or we drive while on our cellphones, and cause over 1.5 MILLION accidents annually, and KILL, murder, 9 or more people A DAY so we can check our Instagram or Tiktok feeds.

I teach Marketing, not Morality, I tell students who balk at my contention our motivation, without exception, is self-interest. It is important to tell them this fact about us, this truth, giving them the ability to produce effective advertising down the line when they begin marketing their startups. To get people to buy into your product, service or message, you must understand their psychology— what they think they need or want, and why, then offer them solutions to their issues and desires.

Bernie Madoff did it to a lot of greedy people. He fulfilled their desire to get rich quick without effort when he convinced them to invest with him. Purdue Pharma fulfilled the desire of people in temporary and chronic pain, while simultaneously fulfilling the greed of medical professionals with kick-back payments that turned doctors into drug pushers.

Humans are self-interested beings. What we do with this fact is what matters, NOT that we ARE.

On the other end of the spectrum, Toyota fulfilled the desire of people interested in preserving our planet when they invented the Prius. And Tesla and other car makers have done the same with their all electric vehicles. Toyota and Tesla produce the cars they do to make money. And while serving themselves, they are moving closer to serving the greater good, by producing cars that have low emissions. Even better than electric cars, is solar and wind to power them, since over 60% of our electricity still comes from burning coal and other fossil fuels, which continues to do immeasurable damage to our planet.

Martin Andrew Green is an Australian professor at the University of New South Wales who’s dedicated his career to developing solar cells. Mr. Green’s self-interest is scratching a mental itch. He’s curious about light energy, and in learning how to manipulate it, his brain rewards him, makes him feel powerful, smart, valuable, serving his emotional needs.

Self-interest is NOT a curse. It is simply a state of being… human, in our case, but self-interest seemingly dictates the behavior of everything else that lives on Earth. Survival of the fittest is how species last over millennium. Not survival of the kindest, whatever ‘kind’ means. With every mouthful of food, every article of clothing, every vaccination Mother Teresa provided the sick and poor, she also fed them Christianity. She was not kind in spreading gospel that Jesus saves their souls. Instead of teaching the value and necessity of socially responsible behavior, which would have served the greater good, preaching rewards in the afterlife does not serve the living or their future.

There is no need to fear the fact that human behavior is driven by self-interest. Regardless of the religious allegory that Altruism is not only real, but mandatory for society to function, self-interest does NOT need to manifest as narcissism. Green, or Toyota, or the parents who work to provide for their kids, or helping a friend in need, most of us contribute to supporting our society or there would be no human race at all. We have no great physical strength or stealth prowess. Building communities, exchanging ideas and skill sets, being here for each other is all we have to sustain us.

We all have the capacity to be giving, generous, thoughtful beings. Our motivation is irrelevant. It is our ACTIONS that determine our morality, whether we are contributing to creating a society that thrives, or participating it our own demise.

Self-interest is encoded in our DNA, and is not a threat to humanity, but a valuable characteristic, a useful asset. We just need to lengthen our time horizon beyond our own lifetime, broaden our self-absorbed view. We must learn that acting ‘altruistically’ means recognizing our impact on each other and this planet, and that accounting for the needs of others as well as our own IS in all of our self-interest.