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Volume 1, Number 8 September 11, 2001
Publisher: GoalMinds, Inc.
mailto:condrill@goalminds.com http://www.goalminds.com
Copyright 2001 Jo Condrill All rights reserved
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"A sure way for one to lift himself or herself up is by helping lift someone else."
--Booker T. Washington
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IN THIS ISSUE
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1. Terror
2. "Words Can Heal"
3. FEATURE ARTICLE --"Return to Power" by Mike Rounds
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PRIVACY STATEMENT: We will not distribute your address to anyone. Period.
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Workshop September 13--CANCELLED--139 S. Beverly Drive, Beverly Hills, CA Details call 1 800 697-5680
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1. Terror
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This newsletter was just about ready to be sent when this day of terror began. As you may know, I worked several years in the Pentagon as the Deputy Chief of the Logistics Plans and Operations Division at Army Headquarters. It was an unusual position for a civilian woman. The terrorist plane impacted the Pentagon in the area where I worked. So far, I have been unable to get word on the status of my friends and colleagues there. Some of you may have dear ones involved in today's horror. Please pray with me for the safety of all of them, for their families, and for a return to security very soon.
On a visit to the Pentagon last year, I took a photo of the courtyard which is posted on our website, http://www.goalminds.com . The courtyard, ringed by the Pentagon, is a five-acre area of green grass, tall trees, and flowers--a place where civilian workers and military personnel can go for a few minutes of relaxation. Today it symbolizes for me a place of peace and beauty to which we will return after dealing with the terror of this day.
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2. "Words Can Heal"
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Last week I read an article in the "Beverly Hills Chronicle" about a movement to stop gossip. What an incredible idea! Sunday in the "Los Angeles Times," an article titled "Anti-Gossip Drive Goes from Whisper to Roar," indicated that the movement is thriving! Rabbi Chaim Feld of University Heights, Ohio, and several associates hope his message that "words can heal" will become a national mantra. Endorsers include Tom Cruise, Goldie Hawn, and Sen. John McCain (R-Ariz.), according to the article. The premise is that if we stop cutting each other down, saying mean things, and gossiping, we will develop into a more civil society. Rabbi Feld taught classes on the value of ethical speech and mutual respect. Think what such a class could do in our schools! Now the rabbi has coauthored a book, "The Words Can Heal Handbook: How Changing Your Words Can Transform Your Life and the Lives of Others." You can download portions of the book free at http://www.wordscanheal.com You can also take the pledge to check your own habits there. I did.
In our book, 101 Ways to Improve Your Communication Skills Instantly, we advise, "Avoid words that hurt." If a situation must be corrected, phrase your criticism to include something positive along with specific suggestions for improvement. Don't get personal. Address the behavior or attitude of a person. Do not attack their worth as a person. Allow the other person to "save face." Avoid embarrassing other people.
A measure of one's stature is consideration for others. You'll be hearing more about Rabbi Feld's campaign in the coming weeks. Why not join in?
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3. RETURN TO POWER: Wresting business control from the technologists and returning it to management
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"You can be technology savvy, without being a technology slave" -- Mike Rounds

Never before has management allowed technologists to control the destiny of an organization. That is, until the Web.

Hailed as the greatest business tool, organizations have leapt to create a Web presence resulting in huge financial investments with zero or negative cash returns.

To be successful with the Web, you MUST define what YOU think you want a Web site to do!

First, the true definitions of the Web:
1. The Internet is millions of computers that can inter-communicate through telephone, cable, and satellite systems.
2. The Web is a library within the Internet.
3. A Web site is an electronic book stored within the Web.

Second, the rules of the Web:
1. Web sites are for the visitors use - not yours!
2. Stop listening to business and marketing recommendations from technologists.
3. Don't believe that the newest technology will work for you until you've investigated it.
4. Don't assume that what someone else is doing on the net will work for you.
5. Don't be confused by the terminology.
6. Learn what's possible, practical, and affordable for your needs.
7. Remember that the Web is a new tool with old rules.

Third, the practical uses of the Web:
1. E-Commerce - Using the Web as a marketing vehicle.
2. Information delivery and client support - Using the Web as a high-speed delivery vehicle used to provide information for the visitors.
3. Feedback and communications - Using the Web as a high-speed method of obtaining information such as surveys, feedback, and suggestions.

Fourth, the ways to increase profitability and how the Web fits in:
1. Acquire new business - "Build it and they will come" worked well in the movies, but it doesn't apply to the Web, at least not as a stand-alone vehicle. Those who don't apply conventional promotional techniques to drive people to their Web sites have created another site that will never get used.
2. Increase repeat business with existing clients - Statistically, it costs 7 to 10 times more to capture a client than to do repeat business. Properly integrated into a business, the Web can greatly affect the amount of repeat business because of its speed and ease of usage.
3. Cut overhead and operating costs - This is where the Web stands out! Because of it's low cost, easy access, and high speed, it shortens communications times by 20% to 95%, and time-saving benefits our revenue stream.

Remember that the Web site is for the benefit of the visitor and then you'll have a successful site that improves profitability. To be successful:
1. Define the site based on the clients needs.
2. Compare the proposed site's capabilities to conventional methods and ask yourself why visitors would use your Web site instead of conventional technology, like the telephone? For example, it's probably a lot faster to pick up a local phone book than it is to search the web for a phone number.
3. Get a business expert who understands business, marketing, and the technology to guide you in creating your Web presence and stop relying on advice from your technicians. Having an objective opinion, when using the Web, is a cheap investment to ensure success.

Remember that you can be technology savvy, without being a technology slave.
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Copyright 2001 by Mike Rounds, Reprinted with permission. Mike Rounds is a professional speaker, author, and business consultant specializing in business technology and marketing. His ability to clearly and effectively explain the practical use of technology has earned him the tile of "The Man Who Translates Technology Into Human Terms." Mike is famous for his Quick Fix™ programs and is available for speaking and consultation.
Contact him at [310] 544-9502 or visit his Web site at http://www.MikeRounds.com. An extended version of this article (2,300 words) can be found at http://www.RoundsMiller.com/return.htm.
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http://www.goalminds.com
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