It is not unusual to romanticize a dearly departed loved one. What is different about Coach Wooden, are the accolades, praise and honors he received while living.

People who knew him, from his former players, to coaches, fans and friends, couldn’t refrain from beating the drum for this coach at every opportunity.  No one ever spoke of him without reverence; it was unanimous. The world experienced a love affair with John Wooden. Maybe because he loved humanity with his whole heart. There is little more that can be written about the coach dubbed the ”Wizard of  Westwood.”  My personal glimpse is a summary of an extraordinary life: Coach, Contributor, Leader, Teacher, and Humanitarian.

A few years ago, I was fortunate to emcee an event featuring the Coach and Andy Hill, co-author of their book Be Quick—But Don’t Hurry, as the keynote speakers.  Listening to him share his life philosophy was all the motivation needed to ask to interview him for an association’s famous speaker’s series.  Equally impressive, the coach then on the road to 94 years old, was on the speaking circuit.

A few weeks after the event, I was sitting beside him at his home in Encino, California,  gaining insights to the qualities that made John Wooden.  Not only a championship coach, he was a man with lasting positive influences on his former players, audiences, fans and anyone he touched personally. His inspirational messages can be found in any of the 8 books he authored. To hear how he wanted to be remembered in his own words, click on our podcast. Even if you didn’t know him, listening to an excerpt from our interview as he expresses his life’s philosophy,  you will feel as though you did.

His “Do the best that you can do,” attitude attributed to his star making qualities. His ethics, integrity and character made him a star, although his humility didn’t allow him to think of himself in such a manner. His sense of what’s right was not just something he preached, he lived it. In today’s world, as CEOs, politicians, athletes and entertainers crumble when they say one thing and deceive the public, fans and voters with their actions, John Wooden stood out as  a man of  honesty and integrity.

He loved life and people, but no one more than Nell, his cherished wife of 53 years. He loved teaching, humanity and helping people develop the best of themselves. His inspirational leadership encouraged others to do the right thing and contribute their best effort. He taught and lived his beliefs both on and off the basketball court. For Andy Hill and many players, he became a father figure, the most affectionate tribute of all. Coach Wooden will continue to inspire us through his books and the contributions he made to humanity. Who ever coined the phrase, “We won’t see of the likes of him again,” must have been thinking of John Wooden.

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First, you must have read the PS in my December letter to you. The part about not bringing your wife to your national public apology. Elin was nowhere to be seen at your first statement event, while your mom was present in the front row to show support. Although her non-verbal body language invited more speculation, but that’s another topic.

You missed many key Crisis Management Skills in my previous letters to you, including how to deliver a sincere apology. We’ll get to that point in a minute.

People are troubled as to why the audience attending your first TV appearance included only family and friends, and no media. Some people think you didn’t owe a public apology. I disagree. You are the world’s top golfer, an influential person with thrones of fans and supporters. You are a person the world looked up to and you messed up. You don’t have the option of ignoring the fact and then one day appearing on a golf course, business as usual.

Is a public apology good for rebuilding a tarnished image? Yes. Are we drawn to curiosity about public figures? Yes, but by now even the gossip mongers must be over the what, when and where of it. The train crash aspect that people “can’t stop watching” is over. You don’t owe the intimate details between you and your wife to anybody. Now it’s about you and how you are handling the damage. Your staged event was better than those early online written stilted statements,  but it lacked specific skills to manage your brand image.

Second, whoever is advising you isn’t helping you.

From day one, this has been a Public Relations nightmare for you. Some people are calling your first public appearance a disaster. Ouch! No need to go that far, but we know you can afford the best advice and the question is, why are you not getting it? We know you are coach-able, at least about golf.  A professional media coach will teach you exactly what you need to do to repair you brand-image and win back public support. The skills and advice of a pro might even help you with your family.

It is not only because media coaching is my expertise, that I encourage you to get professional coaching. The reason you need it should be easy to wrap your head around;  crisis communication is not your expertise. You need a media coach who understands how the media works,  crisis management and brand image.  Your coach must be strong enough to make sure you “get it.”

Now, out of nowhere, comes this staged mea, sans media, culpa. You’re not through with therapy. You or your wife aren’t saying anything about your marital status. Shots of you on the golf course are not a reality anytime soon. In other words, no announcements, no news. The question has to be asked, what was your controlled event all about? Why now? You’re back in the headlines for all of the wrong reasons, Tiger, creating more controversy.

Third, it’s about the timing. If you want to get this thing behind you, get in front of it. The public apology you delivered on Friday was expected shortly after the accident, when your sexual transgressions began to roll out faster than a spilled bucket of golf balls. At the time, it was about a statement and your physical presence, not necessarily questions and answers. Now, almost three months after the fact, questions from the media are expected. In fact, they might have helped you come across less robotic and scripted.

TIP: You prepare for the kinds of questions you anticipate and take control of your answers. You rehearse until you can talk without a script. Rehearsals are a good thing for anyone. They help people seem more natural in an uncomfortable situation—particularly when handling tough questions—and bring clarity to the message. Rehearsals also help people move from the “I can wing it,” rambling or repetitive statements.

While we’re on the subject of timing, your over thirteen minute statement was way too long. Your brave words, including cheating and “I’m sorry,” painted a picture for your national audience. You apologized publicly to your wife, your family, friends and your sponsors. You confirmed you were in therapy with no immediate plans to play on a golf course. You could have issued these statements in about half the time, or less. While the public sensed your embarrassment and shame, something was missing.

You must have skipped over the advice about apologizing in my previous letter.

How to deliver a sincere apology: Don’t read it. No matter how sorry you are, a statement read gives the perception of insincerity.When remorse is genuine, people will see it and feel it. Emotion trumps word-for-word perfection.

Which brings us to the fourth challenge. You’ve heard this before, “We are a forgiving society.” Many of your critics, as well as fans and supporters, felt your monologue lacked emotion. Expressing emotion is a huge factor in winning back public appeal. The prepared, scripted statement and your incessant looking down to read it, sent a mixed message, don’t you think?

Unlike John Edwards, who looked sorrier that he got caught than for his actions during his long overdue apology on ABC with Bob Woodruff, your pained expression provided a glimpse into your misery. This is important, Tiger, words combined with corresponding emotions create the impact and connectivity you need to be believable. The meshing of the right words with the right emotion is never more important than in crisis damage control.

Your strongest emotion was anger directed to media for speculating about Mrs. Wood’s clubbing you that fateful night in November. See, you didn’t take the opportunity to tell us yourself right then. Remember that part in my earlier letter about “speculation and telling your story” before someone tells it for you? No one’s children are fair game for anyone in the media to follow around snapping shots of them, but on some level you had to know your mistakes would be a nightmare for your family when your other life exploded. It comes back to that being a public figure person of interest thing. You know how it works; money, power and fame. Did the headlines of some other folks including Gary Hart, Bill Clinton, Kobe Bryant, John Edwards or Elliot Spitzer publicly confessing their sins ever cross your mind?

That takes us to my fifth and final point. If  you’re thinking about any more confessions on national television, and this is important, keep it real, show some emotion, allow yourself to feel it so we feel for you. This is probably an easier concept to grasp than to exercise. Being free to show emotion might be the basis of  some of your therapy sessions. Coming to grips with letting yourself down could be your biggest hurdle yet to overcome. Ah, but these statements are only speculative aren’t they?

Stay tuned!

Judy Jernudd

Startegic Media

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You are still making headlines for all the wrong reasons. I’m not concerned about the gossip surrounding you. What is bothering me is how you are handling it. What I know about golf—you forgot when you were three. Look, you are the world’s top golfer, in fact you just received the AP Athlete of the Decade award on December 16. Golf is your expertise. Helping companies and individuals manage Crisis Communication and Brand Image Reputation is mine. What you’re doing isn’t working to your advantage, do you think? You need some coaching to make your best shot sooner than later.

Psychologists are pondering and pontificating about your behavior, trying to figure out what happened. You grew up on a world stage, with that perfect and private image. Are your transgressions an act of rebellion from all those years of discipline and extreme focus?  Maybe the revelation of your philandering was your shout out, “all is not well in my world.” Or is it that “rich and powerful, I did it because I could,” thing? On some level, you had to know that a  public figure of your status can’t hid a secret life. Some therapists are thinking your behavior might be serial, you know, infidelity repeat. I am wondering what is that demon of destruction that topples so many of the greats?

My guess is no matter whom you have let down, letting yourself down is going be your roughest course to master. It might feel like you landed in the sand trap—quicksand maybe, of your life. It isn’t clear if your wife is going to stand by her man, but some of your sponsors are making it known; “they aren’t standing by their brand man,” at least right now. They are managing their brand image. What happens next is up to you. I’m coaching you on how start to managing your crisis and make headlines for all the right reasons.

Keep in mind, no matter how effective you are in repairing the damage, if  “transgressions” surface in the future, you can’t bank on a mulligan to win back the Tiger Woods image. For now, you have camps of people hoping for the best for you, your wife and the sport that brought you fame, fortune and fans.

Top Five Tips to Management Brand Image Reputation.

1.) The first strategy of Crisis Communication: If you don’t tell your story, someone else will tell it for you. Step out of your privacy zone by taking a proactive approach to get this crisis behind you sooner than later. You are already late while the drip-drip method is keeping you in the headlines. Online statements don’t rank high in crisis management.

2.) Your next step: OKAY, you’re probably not prepared for 60 Minutes yet, but you can’t hide out forever. You are a public person with breaking news. Picture this scene blasted all over the media: You walking away from a gaggle of reporters shouting questions at you during your first public sighting. Or the first time you step on the green. And don’t fool yourself into thinking it won’t happen.

A news conference will provide the platform you need now. State up front that you won’t be taking questions. And don’t be tempted to answer just one or you open yourself  up to a Q&A session that I don’t think  you are prepared to handle. You might not have all of the answers yourself right now.

3.) About the apology, The Content: Don’t let anyone, including your legal team or your PR agency write it for you. Oh sure, they will advise you legally what can and can’t be said if there is pending litigation or other legal issues. Start by apologizing to your wife and family first. Avoid the slightest hint of tabloid victim or blame. I’m not inside your camp to know all the details, but here are some tips to get you started. You state the problem, apologize to those you have hurt or disappointed and explain what you are doing to repair the damage. Word choices count, but don’t try to memorize a carefully worded statement. It will sound scripted.

4.)  How to deliver a sincere apology: Don’t read it. Not matter how sorry you are, a statement read gives the perception of insincerity. When remorse is genuine, people will see it and feel it. Remember, emotion trumps word-for-word perfection. This might be challenging for you given your privacy history, but you need to warm it up. You can make that happen with confidence, honesty and humility. Avoid any reason for people to think you are more sorry for being exposed than for the action. This was a challenge for  John Edwards on his ABC interview. Did you see it? His demeanor suggested maybe it was the former.

5.) Non-verbal expression: This next step is touchy without you seeing how it needs to transpire.  I’ve been watching some of your past interviews and listened to that tape, I detect shyness. Your non-verbal language will be conflicting if it doesn’t mesh with your message. Include some expression while you deliver your message. If your body language is stiff or wooden it will translate like you are just walking through the motions.

PS. Don’t ask your wife to appear with you during your media event. We understand the reasons behind the united front—we’ve seen it before. Spare her added hurt and humiliation by appearing on a national stage. You will look stronger when you say, “I take responsibility.” Whether she stays with you or not, that will be her statement.

You can read my first letter to you to see how, Kobe Byrant, another top-of-his-game athlete handled his infidelity apology. Some things worked, some didn’t, but he moved forward to win another NBA championship.

You have a similar opportunity, Tiger. It is the court of public opinion that will help shape your future.

Warm wishes,

Judy

Stayed Tuned!

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French cooking, Paris, and Julia Child. Mix them altogether for a perfect recipe and “presto”, a delicious film! It is a challenge to think of one ingredient without blending all three.

Julia Child was the first celebrity cook I met in person. Before Wolfgang Puck became a celebrity chef with his own cooking dynasty, she was a household name. Julia blazed the trail with her books and television shows by the time we met. I just started my television career when the first opportunity to do “live” television came my way. It was a PBS pledge drive in Los Angeles. I was an eager novice ready for whatever might happen.

In walked Julia Child to the enormous TV studio. You couldn’t miss her 6′2″ frame. Her presence, larger in person, seemed to make the TV studio feel small. A producer introduced us. She leaned down to greet my 5′2″ frame. With great joy and in that only-Julia-Child-voice, she said, “I’ve been watching you and you’re awfully good, you know!” I was awestruck. I thanked her and said, “No, Ms. Child, I did not know.” What a beautiful gift of encouragement she passed along to a beginner. Her words have stayed with me throughout my life. Thank you, Julia.

Judy’s Gold Star Action Tip: Who did you compliment today? What a different world we could create with less criticism and more praise. Somebody needs encouragement from you today.

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Phil Jackson and Judy Jernudd

I had the opportunity to interview Mr. Jackson.  Granted a first impression doesn’t mean you know a person, yet after a few minutes with him, he makes a lasting impact. His unusual combination of competitiveness and Zen not only serves him well as a coach, but it is who he is.

Judy’s Take: During the interview his answers are thoughtful due to his presence with the questions. He listens. His “in the moment” attitude is contagious. You feel yourself becoming more centered and focused because he is.  Everything about him projects sincerity and wisdom. Even some of his players, who’ve publicly admitted resisting his Zen coach approach, give him credit for his meditative teachings. He listens and delivers answers with the message he wants to get across. He looks directly at you when he talks and forms a connection.

Coach Jackson has written a number of books you might want to check out about his leadership style and what makes him win.  One of my favorites that I recommend to leaders is “Sacred Hoops: Spiritual Lessons of a Hardwood Warrior.”

Gold Star Action: Answering questions in a job interview, to a reporter, in a sales presentation, or conversations in general should be void of sounding scripted or canned. Treat every question with importance.  Think before you speak.  Looking into the eyes of the person asking the question is a powerful way to connect. And be present. Master these skills and people will relate to you more positively and you will create a greater impact.

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Judy’s Gold Star Action: We teach it, we preach it, we speak it and we watch it happen before our eyes in our coaching workshops.  You see it too. Powerful speakers are among the most influential people in the world.  Develop stellar speaking skills, know your message and your audience.  Deliver your message with emotion.  Your confidence will soar as you become one of most influential people in your world.

Ring! Ring! People called with one question following President Obama’s televised speech to Congress.  “What do you think of his speech?” No one doubts the President’s ability to deliver a good speech.  His oratory skills resembled his campaign speeches for the first time since he became President. He was in such speaking shape, at times, you thought it was a campaign speech.

The triumph trademark confidence, hope, optimism and “we’re in this thing together” message was ever present throughout his speech.  With a theme of rebuild, recover and “stronger than ever” it was enough to win him comparisons, in some camps, to Ronald Reagan. It’s that old positive attitude thing.

Lesson 1: We look to leadership, the same way your clients and teams look to you, for optimistic confidence. Doom and gloom doesn’t win support for your vision or rally the troops.  Even bad news delivered with some hope is easier to accept. We’re not suggesting anyone put their head in the sand  ignoring challenges, but leaders have a responsibility to help companies and countries move through difficulties. If hope is gone, what else is there?

Lesson 2: President Obama delivered a well-rehearsed speech.  No matter what message you are trying to get across is, or the audience you’re trying to influence, your preparation pays off in every aspect.  First, you look more relaxed.  You can focus on delivering your points and not fret about what you’re going to say next. The key factor is to look and sound confident.  You can’t project it if you don’t feel it! Rehearse your speech as many times as it takes to feel natural until “you own it.” Your impact will soar.

Fallout from President Obama’s speech lies not in his delivery but rather the content.  Yes, it matters what you say as well as how you say it.  Political pundits and the media continue to debate his stimulus plan citing the reasons it won’t work.  “Big Goverment is back,” some cry.  No matter which side of the political fence you’re standing on, or whether you’re for or against the President’s stimulus plan,  does anyone believes good speeches will “talk” us through the recession?  President Obama receives accolades for a professional, polished, well delivered speech and his oratory ability, once again, to arouse hope.

Judy’s Gold Star Action: We teach it, we preach it, we speak it and we watch it happen before our eyes in our coaching workshops.  You see it too. Powerful speakers are among the most influential people in the world.  Develop stellar speaking skills, know your message and your audience.  Deliver your message with emotion.  Your confidence will soar as you become one of most influential people in your world.

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Meg Whitman, former CEO, e-Bay, and Judy Jernudd, CEO, Startegic.

At the time I met her, just before the November election, she was co-chair of John McCain’s finance committee. Her big vision speech, combined with futuristic goals, sparked the idea that she would be an effective politician. With education as her focus, she predicts science, math, technology and engineering are the fuel for future economic growth. One of her major concerns is with the United States falling behind in these crucial areas.  The financial condition of the golden state is an important issue on her agenda.

After her speech, I asked if she had plans to make a run for politics herself.  She was quick to smile with a non-committal response, “That’s a rumor isn’t it?” I hadn’t heard any buzz about it, but in listening to her talk, you knew politics could be her future. Well, it’s official. On Monday, she announced that she had formed an exploratory committee to seek the Republican nomination for governor of California in the year 2010.

Impression: Even if you didn’t know what Ms. Whitman looked liked prior to her entrance into the hotel ballroom to deliver her speech, you knew you were in the presence of leadership. She walks, no, she strides, into the room with confidence and purpose, appearing oblivious to all eyes cast in her direction. She is taller and more vibrant in person than she appears in her media interviews or televised speeches. I thought, she is a determined woman with purpose!

Lesson: Ms. Whitman delivers substance, not just a list of her accomplishments or e-Bay’s success stories. Her content helps her audience relate to her leadership skills.  She has the potential to be a great influential speaker. As a professional speaking coach, I would advise her to develop her personal stellar speaking style as she makes her political run for California’s Chief. Her winning, in part, will depend on her connection with a wide audience of potential voters, particularly through the TV cameras.

President Obama’s win reminds us of the essential connection with voters through electronic broadcasts. His communication skills helped him get the key to the White House. Presidents Kennedy, Reagan and Clinton each honed their speaking skills with powerful on-camera presence.  Media interviews and broadcast speeches are challenging for most people. It takes skill, coaching, practice and the ability to emotionally connect with  hundreds of thousands of people through the eyes of the camera.

Prediction: Political pundits are already talking about the uphill battle she faces, but you can take this to the bank: Meg Whitman will be a force in California’s bid for Commander-in-Chief. She has big picture vision.  She is different from many politicians who tell us what is wrong; she has ideas on how to fix the problems. Isn’t it time to put successful business minds in political leadership?

Judy’s Gold Star Action: Content helps you be of interest to your listeners. That’s only a part of successful speaking. I get to help executives look, talk, walk and speak like the powerful leaders they are. It takes coaching, skill, practice and rehearsals. Most great leaders receive private coaching to improve people skills, speaking and media skills. They look to experts to help them create executive image and presence. It is rare that anyone makes it to the top without coaching in all, or most of, the areas of leadership development.  The blending of these high level skills and qualities produces influential leaders. Make no mistake, every time you step in front of your staff, team, clients or potential customers, you are in a position of leadership.  You want to project confidence, and present with clarity and emotion, to connect with your audience of one or one thousand.

Stay Tuned!

Judyth

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Judy’s Gold Star Action: Seek advice, make communication a number one priority, extend yourself, ask questions, listen to the answers and then take action. Be brave enough to embrace change and trust yourself.

Anne Mulcahy, CEO & Chairman, Xerox, and Judy Jernudd, CEO, Startegic

First Impression: You couldn’t help but notice the lively, outgoing woman interacting with people just before the Town Hall meeting began. Within a few seconds, this energetic personality was whisking her way toward me.  She extended her hand, smiled and said, “Hi, I’m Anne Mulcahy!”  Without editing, I blurted out, “You’re Anne Mulcahy?  I spotted you right away and thought it would be great to meet you…and here we are!”  She  laughed at my candor…or shock. How many Fortune 500 CEOs do you meet who walk up and introduce themselves to you with such charm?

I was attending the event specifically to hear this CEO and Chairmen of Xerox speak, but without any idea as to what she looked liked. It was fascinating to watch Ms. Mulcahy extend herself to strangers with ease and enthusiasm. You knew you were in the presence of someone special, not by titles, rather in how she presented herself. Everything about her communicated confidence and genuineness.

Lesson: Within seconds of meeting someone for the first time, you form an impression, positively or negatively.  Here are some “first impressions” she created: Lively, energetic, unpretentious, confident, real, present, comfortable and enthusiastic. Does this sound like an influential person to you or someone you would like to know?  Think about the first impression you make every time you’re in front of an audience to speak, present, or when you’re meeting people one-on-one. The opportunity is always there to give the best of you.

Rising Star: In 1976, Ms. Mulcahy began her career at Xerox as a field sales rep. She worked her way up to become VP of Human Resources. She became Chief Staff Officer in 1997, Corporate Senior VP in 1998. While her goal was not to run Xerox, the board selected her to become the CEO in 2001.  In 2002, she achieved the Chairman position in addition to CEO.

Challenges: At the time she was named CEO, Xerox was in deep trouble.  In fact, the company was facing bankruptcy. In her words, it was like being “drafted into war.”

Re-inventing: As she set out to re-invent the company; she launched a three month “Listening Tour” to hear the concerns of customers and employees. Innovation was a theme she used throughout her talk. Their business model had to change to survive. Today, the Xerox business model includes partnering with other companies, licensing agreements and the introduction of over 100 new technologies in the last three years. New innovations are a combination of collaborative efforts with other companies and are solely Xerox.

Philosophy: “In crisis, you have amazing opportunities.”

Lessons: No doubt, today almost every business, organization, association or entrepreneur is facing a form of crisis. One of the many lessons I took away from Anne Mulachy is that a winner’s attitude is essential. You need to pay even greater attention to your clients, your team, and yes, your business might have to change to survive today’s economic times. Communication is at the top of her list.

From my experience in working with transformational behavior,  I have learned your self-talk will determine your success. When you believe you can survive these times, you will do whatever it takes to meet the challenges. People with optimism are the people others seek out. They are the influential.

Leadership Advice: “Good leaders paint a vision, invest in it, state clear direction and communicate constantly,” says Ms. Mulachy.  Her leadership style is candid, realistic and confident. “Pay attention to the facts when making decisions and at the end of the day, trust your experience and your instinct.”

Judy’s Gold Star Action: Seek advice, make communication a number one priority, extend yourself, ask questions, listen to the answers and then take action. Be brave enough to embrace change and trust yourself.

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Gold Star Action: Dream big and work hard to make your dreams come true is not a new concept.  Magic Johnson tells you not just what you need to do, but how to do it.  What is it you really want? When people come to Startegic to re-invent themselves, we find it is a hard question for many people to answer.  How determined you are to get what you want is usually a key predictor of success or failure.  Every successful person I know works with an executive coach,  mentors or advisers.  Once your why is in place, continue to develop what you know and find the right people to help you learn what you need to grow. Part of Magic’s success can be attributed to is his winning personality.  It helps to be likable and grateful.

Magic Johnson and Judy Jernudd

Earvin “Magic” Johnson could write a book about what it takes to achieve extraordinary entrepreneurial success. In fact, the former LA Lakers superstar has done exactly that in his recent release, “32 Ways to Be a Champion in Business.” One of the “Top 50 Greatest NBA players,” wasn’t content to rest on his basketball fame and fortune laurels.  No, he wanted to become a businessman.  Correction, a successful businessman.

Impression: The first thing you notice about Mr. Johnson, beside his imposing athletic stature, is how present he is in front of the audience of a thousand at the Book Expo Convention in Los Angeles. Even before he is presenting the lessons of his business success,  he is sending a message: “I’m glad to be here.” You know two things about him within seconds. This giant of a man, quick to smile, is a “people person” and you want to like him.

Speaking Tip: Whether you are in professional services, an entrepreneur, or CEO of a Fortune 500 company, every presentation and speech counts.  None are throwaways. When you are trying to motivate your team, influence decision makers, deliver a sales presentation or simply introducing yourself, your presence is essential.

Lesson: Conveying an “I’m glad to be here” attitude sets the tone for you in a couple of ways.  Your audience becomes more comfortable with you and you start to relax.   One of the main reasons people look as though they would rather be facing a “root canal” is because they are not prepared.  Once you know what you want to say and how you want to it, you can focus on your message and relate it to the audience.

Recommended Read: Mr. Johnson quickly moved past his basketball fame and onto his entrepreneurial success story.  This post is a quick overview of some of the highlights of his speech, but do yourself a favor and read 32 Ways to be a Champion if you’re serious about becoming a successful entrepreneur or growing your business.

The Story: First, he knew how to score on the court, but knew nothing about business. Many people have great ideas, but lack the skills to develop them.  He sought out some of the brightest business people he knew to mentor him. He discovered upfront he would need a solid business plan and financial support to make his dreams a reality.  You might think his marquee name would magically open the bank’s vaults.  They took his meetings and his autograph, but kept their money.  He quickly learned about persistence in the world of business,  financing, franchises and partnering.

The second challenge he faced was the uncharted markets where he wanted to do business.  His dream was to serve the under-served urban communities.

Success: Today, as CEO of Magic Johnson Enterprises, his relationships, franchises and partners include Starbucks, Best Buy, Burger King, 24-Hour Fitness, AMC Theatres and T.C.I. Fridays serving ethically diverse urban communities.

Little Known Fact: MJE is in partnership, not a franchise, with Starbucks.  After Mr. Johnson approached Howard Schultz about a potential partnership, he invited him to visit his Magic Johnson Theater.  Mr. Schultz was impressed and the rest, as they say, is coffee brewing history.

Know your Customer: A quick story about the Starbucks in Magic Johnson’s communities. He told Mr. Schultz, “these people aren’t going to like the muzak played in most Starbucks.  And about those scones…” Yes, his Starbucks serves sweet potato pie.

Lesson: Are you giving your customers what you want them to have or want they want? If you don’t know the answer, ask them. A few years ago, we did just that.  We asked each of our clients what they wanted more of and how we could best help them and their teams succeed.

Prior to those conversations, we thought we were in the communication business; sales presentations, media training and executive presence.  The feedback: “Yes, you show us how to present ourselves, make sales and help our leaders develop executive presence but you really are helping us learn the qualities of successful people.” Wow! The feedback changed the direction of our company — while communication is its core,  our clients told us that we are in the business of developing sales stars, leadership stars, and star performers at work.  Ask your clients if you have any doubts how you can best serve them. You will be stunned by what you will learn about your abilities and your business!

Biggest Suprise: Faith at work? Magic says that he has much to be thankful for in his life and he acknowledges it at work. Before company meetings or meals he invites people to pray privately. As he says, “Faith seems to be working at MJE.”

Gold Star Action Recap: Dream big and work hard to make your dreams come true is not a new concept.  Magic Johnson tells you not just what you need to do, but how to do it.  What is it you really want? When people come to Startegic to re-invent themselves, we find it is a hard question for many people to answer.  How determined you are to get what you want is usually a key predictor of success or failure.  Every successful person I know works with an executive coach,  mentors or advisers.  Once your why is in place, continue to develop what you know and find the right people to help you learn what you need to grow. Part of Magic’s success can be attributed to is his winning personality.  It helps to be likable and grateful.

Your thoughts?

Up next- Anne Mulcahy, CEO of Xerox

Stay tuned!

Judyth

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What is there about Barack Obama that captured the world’s attention?  Yes, he ran a “smart campaign” and used to the Internet to raise millions, but what is his appeal that landed him in the White House?  Did he “keynote” his path to the Presidency?  Tune in next week when we cover the personal communication style of the Senator from Illinois. We’ll break down the speaking skills that took him from obscurity to the 44th President of the United States.  You will learn how to develop extraordinary speaking skills.

Today we kicked off our “Legendary Leadership” Series with Bill Marriott, Jr!

Stayed tuned!

Judyth

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