If you’re a Seth Godin fan, you may have seen this video. After a 37 year-old copywriter is laid off from a large ad-agency in 2008, he starts a blog for other unemployed ad professionals. Once the site launched, he decided to create a promotional video featuring the faces and stories of other laid-off execs – and how they used their new-found time to chase their real dreams. It’s now a feature film…and a ‘soon to be’ book. Not bad for a guy who was laid off.

The video made me think about a conversation I had with my Opa this past summer. It was a lazy summer day and we were sitting on the pier enjoying the sun and the sounds of the water lapping up against the wood. I think we were both deep in thought when my Opa said something pretty prolific that has stayed with me ever since. He said, “You know, Lara, you spend your whole life planning for what’s to come. Then one day, when you’re my age, you wake up and realize that there’s not much future to plan for any more.” I’ve been told my whole life that time is fleeting and that it goes by so fast. But nothing has hit me as much as what my Opa said to me that beautiful summer afternoon. I don’t ever want to look back on life and say ‘I wish I had of…’. It was on that very day that I decided to start my own business.

So, even if you weren’t laid off, like me, the Lemonade video should resonate with you. It should make you ask yourself:

• are you doing what you love?
• are you spending enough time with your family?
• are you giving back?
• are you getting out of life what you want?

If your answers are ‘no’, make your own lemonade.

On January 27, 2010, I’ll be delivering a full day seminar on Strategic Event Marketing Using Social Media for EMI Caribbean in beautiful Trinidad. Don’t miss this event – seats are selling fast!

Smart planners have recognized that the game has changed forever. Event guests are no longer simply attendees, they are active and engaged participants that can either make or break the future of your event. In seconds they can tweet out that the food is terrible or post how great a speaker is. Power is at their fingertips. They expect more now than they ever have. They want their voice to be heard and understood, they want to make connections with other delegates before, during and after the event, and they expect event organizers to be listening.

This intensive workshop will help event professionals understand how to use the tools to build thriving communities through strategic planning. Whether you plan the events, contribute to them or simply attend them, this seminar will give any business professional the power to be successful in social media.

Don’t delay. For details and to register, please see this flyer.

Rule 1: Have a superpower -
What is a superhero without a superpower? There have been many a debate around dinner tables discussing ‘if you could have any superpower in the world, what would it be?’. The amazing thing is when you look at the landscape of superheroes…and there are thousands…they each have a distinct and unique power. I mean, how interesting would it be if there were two superheroes that shot webs out of their wrists? What about 5? 10? 50? Well this is the rut that many businesses put themselves in. They don’t think about what makes them different from the sea of companies who do the exact same thing they do.
Rule 2: Serve the people -
Would you be engaged by a superhero that could push a pencil faster than a speeding bullet? Probably not. Why? Because it’s not useful, helpful or relevant to anyone. A good superhero has to serve the people. So does a good brand. You have to stand for something that people need or desire.
Rule 3: Create your icon -
Superheroes usually own a color and an icon. What superhero do you think of when I ask you to visualize a red cape, blue body suit and a yellow crest with a big red S on his chest? Why Superman, of course. An icon not only helps you get recognized and identified but also remembered.
Rule 4: Be authentic -
Can you imagine Captain America pushing an old woman aside to jump on the subway? Of course not. When Captain America is in uniform, he is noble, strong, hard-working, just, and honest…the epitome of being All American. Being authentic is about staying true to who you are at all times.
Rule 5: Be approachable -
Many superheroes have alter egos. They make the character more interesting, more understandable and more approachable. And although this point may sound like a contradiction to my previous point, it’s not. It’s important for a brand to have depth. After all, perfect is boring and unapproachable. Find ways to add warmth to your brand – engage, build relationships, learn from your mistakes and be open to feedback.
One final thoughtAs Peter Parker’s (aka Spider Man) Uncle Ben once said: “With great power comes great responsibility”. So use your powers wisely.
Lara McCulloch-Carter
Author of the Special Event blog ready2spark
Director of Marketing – Regal Tent Productions
Past-President – ISES Toronto
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I just finished designing these business cards and thought I’d share them with you. Unfortunately I’m sans camera, so these beauties were taken with my iPhone. I had tremendous fun doing the naming, gazelle illustration, brand design and business card layout.

I’ve been playing around with Google Sidewiki for a few months now. If you’re not familiar with this tool, Google launched it back in September. The idea is that anyone can contribute their thoughts to any website – in essence turning any website into a public forum.