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December 22, 2010
Shift + 4 and Succeed in 2011
2011 (2+0+1+1) adds up to 4.
Shift + 4 = Money ($).

Okay, finished looking at your keyboard yet?

Shift in 2011 with these four key movements.

1. Change Yourself. Freshen up your mind, your body. Challenge. Destroy old ways and see how this makes you think brighter, too. Change your diet. My favorite new idea is eating for your blood type. Turns out I've been eating mostly correctly for mine since 1998. But new foods= new me. And what's more, a healthier you will make a better-thinking, more positive you. Don't turn to comfort foods or intoxicants when you feel down. Exercise, laugh, sing -- yes.

2. Change Your Website. Maybe stop and rethink if you even need one. Maybe make your site one simple video posted every day. Or a book that is written live, chapter by chapter. Stop being a mere online brochure in any way, shape, or form. Be an online argument, an online cookbook of ideas. Something. But if your site was so great, why are you worrying about your business? Confession: I'm changing ours in a huge way in 2011. I'm embarrassed to say that, although ours has been (design-wise and verbiage-wise) like no other anywhere since we designed it in 2001 and since. But the technology it employed is still stuck in 2002! Laziness, pure and obvious. So, the look and purpose of the site is getting a major overhaul. All I can say now is I've never seen a site quite like what we have planned for the world.

3. Switch and Cut. Changes are easy, like starting to pay a bit more for "organic" food. But cutting back on driving, wasting energy is harder for us human beings. Suggest the “switch” idea -- to your prospects and clients -- to something more valuable: social media analyses, social and community partnerships, etc. Or take the noble, higher, harder road and tell clients and prospects where to cut, like the hatchet men of the 1980s -- only, have a powerful, beneficial market success reason for your reccs. Cut travel for online meetings, cut paper and switch to the new .wwf file format. Or switch to more human service and stand outby cutting out some sterile machines!

4. Become the Lean and Mean Experts. Show clients and prospects how you're doing more with less as a model for their own challenges. Be the calm, cool, pragmatist who inspires confidence and leads by example. Waste not, want not. Show how mediocre, bland marketing is wasteful and too expensive. I trust you all understand that timeless adage. Be the example of sustainability and partnering in your industry, neighborhood, city and tell that story. I promise you'll have a story others will want to hear.

Shift these four issues and I promise you'll do better than most in 2011.
But will you be the change you wish to see in your clients? (To paraphrase Mohandas K. Gandhi.) Why sit back and expect radical changes in your clients’ culture, spending, and taste, if you won't do the same?

Better, more fascinating, more sustainable agencies will make for better, more fascinating, sustainable clients.

I wish you luck. I wish you joy. I wish you some brilliant ideas. I wish you a wonderful life.

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As a strategist, writer, designer, producer, director, actor, musician, performer, teacher, trainer and speaker, creative marketing was a potentially ideal career for Paul. Yet after years of winning dozens of global creativity awards with various agencies, Paul gave up the awards pursuit and became a professional human being.

Paul launched the1101experiment in 2001, focusing on bringing top-level strategy, creativity and multi-dimensional success to global brands, but with an added emphasis on positive ethical and social opportunities. Paul's thinking has been published worldwide and has predicted many global cultural shifts long before they happened. 
Paul leads a mastermind network of friends, colleagues and multi-talented professionals from around the world who are strategists, writers, artists, web, social and interactive specialists, who are involved on all client work.
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