Wednesday, April 27, 2011

What Can Buzz Do for Your Biz?

Looking for a promotional boost? Get buzz.  
What is buzz? Promotional currency. It grabs attention, creates demand, and generates sales.
Give Them Something to Talk About
Marketing gurus who unleash buzz well outthink their competitors without outspending them. How? By planting a water-cooler conversation topic into the heads of customer prospects. Embedded in that conversation is the product or service projected for promotion.
In his book Buzzmarketing, Mark Hughes dedicated an entire chapter to television’s most brilliant buzz success story: American Idol. Hughes summarized American Idol’s marketing coup this way: “What makes American Idol a buzz blockbuster? It fails on no front. It caught our attention. It pushed our buttons and got us talking. It showed its warts, not just its polish. It delivered a great product and created a means for empowered interactivity to take root, making us, its viewers, the costars every Wednesday night.” What’s more, Hughes explained, text-messaging grew expeditiously as the technology rode the show’s powerful buzz momentum. American Idol demonstrated how third-party businesses (in this case, cell-phone service providers) can benefit from buzz generated out of an unrelated industry. Therefore, today’s marketing savvy know-how includes paying attention to the buzz du jour, wherever it may be, and creatively leveraging its hype for the targeted product or service.
Buzz impacts the market emotionally. Because buzz is word-of-mouth marketing, it must be memorable and credible. From the viewpoint of the consumer, buzz is reciprocal. It’s engaging. The consumer feels empowered to further spread the buzz, negative or positive. It’s not a one-way vehicle that the consumer swerves to avoid with the click of the remote. 
Push the Market's Buttons
Marketers attract consumer attention by unleashing product- or service-centric buzz that is funny, absurd, amazing, mysterious, raunchy, etc. Buzz should raise eyebrows. It must have an aha quality.
In his book, Hughes described the ”six push-buttons of buzz” as “the taboo, the unusual, the outrageous, the hilarious, the remarkable, and the secrets.” Buzz either shocks, awes, angers, or amuses the market or it feeds the inside scoop on a hot topic. Pushing these buttons, buzz is designed to achieve both marketing (grabbing consumer attention) and PR (grabbing media attention) goals for a business. 
Once buzz is launched, the marketing folks watch for the market’s reaction, crossing their fingers that it’ll spread like wildfire as customer prospects tweet, like, and forward information in social media. They track how the market responds, protests, applauds, laughs, or gasps and begin calculating an ROI for their next marketing move.
Writers Know How to Buzz
Buzz is creative content. If you’re looking to buy some buzz for your business, commission a writer. Follow these steps:
1- Find a writer who knows your market.
Because buzz must be memorable, find a writer who is a good storyteller. Because buzz must be credible, ensure that the writer checks his or her big imagination with a healthy dose of integrity.
2- Brainstorm with the writer. 
Work with the writer to zero in on what’s silly, strange, or special about what you’re selling, what will get your market talking, guessing, opining, speculating, analyzing, or laughing.
  • Set marketing goals.
  • Develop a marketing mission statement. 
  • Come up with a catchphrase or tagline that’ll flow with the buzz.
  • Have the writer pitch buzz story options with a rationale behind the expected market returns.
3- Make your decision.
Assume the risk. Pardon the cliche, but buzz requires a running-with-scissors approach.
4- Launch the buzz. 
Cross your fingers. Market reactions to buzz can be unpredictable.
5- Track the results. 
Use the data to calculate your ROI. Record lessons learned.
6- Reap the benefits of buzz.
To learn more about the impact of buzz on a market and how to unleash it, check out the book Buzzmarketing by Mark Hughes.

Tuesday, April 26, 2011

Hockey Mom Speak: How It Evolves

Look around the rink and conduct a little study. Exhibit A: the rookie hockey mom. Exhibit B: the veteran hockey mom. How are they different?
I expect you won’t detect differences in how rookie and veteran hockey moms dress, walk, sit, check their smartphones, or hold their coffee mugs. Rather, you’ll spot the delta between rookie and veteran by what comes out of the mouths of hockey moms.  
From the time a mom enters her rookie season of youth hockey parenting through the finale of watching teens playing midget or junior hockey, the voice of the hockey mom evolves. I’ve discovered that as a mom’s hockey knowledge grows, so do her screams become cheers, her expressions of worry become expressions of hope, her rants become prayers, and her angst becomes faith in the power behind this great game. 
So what are the differences between the voice of the rookie hockey mom and the voice of the veteran hockey mom? Below are some differences I’ve noticed.
First of all, the rookie hockey mom is confused by the ref signals (unless she plays hockey). She can’t distinguish the tripping call from the slashing call, nor the crosscheck call from the interference call. And she thinks that every time a kid crashes or falls, a ref’s arm should go up. 
Conversely, veteran hockey moms become pretty good officiating analysts of this fast game. They can also see the systems forming, the guy who’s open, how the lines are gelling, and the goal that is about to happen. For instance, if you want to know exactly what went wrong on the backcheck, ask the veteran goalie mom. She’ll break it down for you. Rookie hockey moms don’t have this vision (unless they play hockey).
Here are some comparisons of what a rookie hockey mom might say with what a veteran hockey mom might say in similar situations.
As her kid begins moving the puck out of his team’s zone, the rookie mom screams, “SKAAAAAAATE!!!!!!” The veteran hockey mom, quietly mutters, “Okay now, set it up.”
When her kid’s team is hit with more penalties than the opposing team, the rookie hockey mom comments, “These refs suck.” The veteran hockey mom says, “That’s okay, the hockey gods are fair. It’ll even out in the long run.”
When there’s bodychecking, the rookie hockey mom cringes and says, “Ooh, I hate this checking.” Yet the veteran hockey mom acknowledges clean hits with, “Nice hit.” She might even raise her voice from the bleachers to advise, “Hit somebody!”
Watching NHL hockey, the rookie hockey mom says, “I don’t get the fighting.” The veteran hockey mom says, “There’s a code.”
After a tough loss, the rookie hockey mom says, “I feel sorry for the goalie.” The veteran hockey mom thinks, “I respect the goalie.”
Watching HNIC, the rookie hockey mom says, “Don Cherry is nuts.” The veteran hockey mom says, “Don Cherry is prophetic. Nice suit”
Toward the end of the season, the rookie hockey mom says, “I’m so sick of being at the rink.” The veteran hockey mom says, “Let’s tailgate.”
Planning the family spring break trip, the rookie hockey mom thinks, “Finally, we’re going to have a week with no hockey.” The veteran hockey mom suggests to the family, “Hey, on our way to Orlando, why don’t we stop off in Nashville to catch a Preds game?”
Certainly, what a hockey mom knows and says radically evolves during that wild and bumpy journey that is youth hockey. 
So, you hockey parents out there, please share what you’ve noticed. What has evolved for you in the way you think and speak about youth hockey?

Tuesday, April 19, 2011

Youth Hockey Nutrition: Keep It Simple

For many hockey parents, the pre-ice routine begins with racing home from work to quickly gather the equipment and kids, only to hop right back in the car to head off to the rink. Following the ice-time, it’s racing home again to quickly get the kids in bed. Though you know good nutrition is valuable to youth hockey players, you can’t seem to fit it into the schedule. You may feel that feeding them like the champs they’re striving to become is impossible. 
However, with a little planning and teaching, you can foster excellent nutritional habits in your players, which they will continue the rest of their lives.
According to sports nutrition experts Mitzi Dulan and Dr. Chris Mohr of www.fuellikeachampion.com, proper youth hockey nutrition is  quite  simple. Just remember three fundamental rules: fuel, hydrate, and recover.
FUEL – Teach your youth players that food is fuel for the body and that winning performance depends on ingesting optimal fuel. But unlike the fancy synthetic fuel required for a race car, a healthy body depends on simple, natural fuel – fruits, vegetables, and whole grains. Stock up on healthy kid-friendly foods, such as berries, grapes, raw carrots, bananas, yogurt, PB&J, oatmeal raison cookies, trail mix, etc. Be vigilant about your kids not skipping breakfast and ensure that they eat healthy carbs one to three hours before hitting the ice. Also, teach them that poor fuel – fried and sugary foods – can deter the body’s performance. 
HYDRATE – Explain to your players that optimal performance  also depends on a reliable cooling system. Like engine applications, an athlete’s body temperature is regulated with water. It is critical that youth hockey players understand that when they feel thirsty, they are already dehydrated. Therefore, they must learn to schedule fluid intake regularly throughout the day, rather than waiting until they’re thirsty to grab something to drink. Youth athletes should drink fluids a few hours before an event (16 oz), during an event (sips after every shift), and following an event (24 oz).  Get them in the habit of carrying something to drink with them all day. If they don’t want to drink water, juice or Gatorade are fine. Exercise caution with energy drinks, ensuring the ingredients do not include caffeine or sugar.
RECOVER –  Muscles are strained during athletic activity. Not fueling and re-hydrating the body within two hours following athletic activity will impair muscle recovery. Because youth hockey players’ muscles are growing as well as recovering from the strain of playing hockey, it is especially important to ensure that they are nourished with carbs and fluids within two hours after getting off the ice. Ideally, they should eat a healthy snack and intake fluids within a half hour. 
While getting proper nutrition is as critical as any other aspect of youth hockey training, keep in mind that youth hockey players are not elite pros who require a sophisticated pre-game carb-loading routine and complicated protein/vitamin-supplement regimen. The key is to teach them the three fundamental rules of fuel, hydrate and recover, then making good foods and fluids available. 
Because hockey players are superstitious, you may soon have in your household a kid who won’t play a hockey game without first having his peanut butter and banana on whole wheat washed down with an orange Gatorade. If this is the case, you’ve made a great impact as nutritional coach.

That 'Rapscallion' Heart of a Boy

My mother’s quest to understand boys recently prompted me to re-read The Adventures of Huckleberry Finn while traveling with my family over spring break. I’m so glad I did.  As a mother of four “rapscallions,” the experience of re-reading the adventures of Mark Twain’s “rapscallion” Huck Finn was an epiphany. 
Huck’s narration reinforced for me how critical it is for those of us mentoring boys to nurture patiently and boldly a boy’s “rapscallion” instincts into the sense of noble purpose he’ll require for his rite of passage into manhood. Twain provided several mentors for Huck, from the widow who sought to “sivilize” him to Aunt Sally who nearly lost her sane mind caring for him and Tom as they executed their “elegant” plan to rescue Jim. And just as Huck’s pap was the antithesis of a father’s love and respect for a son, Jim became the man-hero Huck and Tom needed.
My first reading of this great classic was as a high school student. I must not have gotten much out of the story back then, because I didn’t remember much about it. But now having re-read this story as a mother of sons, recognizing more clearly my calling to raise boys as the most important mission of my life, Twain’s prose echoes in my mind each time I feel that urge to scream at the top of my lungs, “Boys, what are you doing?!!!! What were you thinking?!!!!”
Three of my four sons are about the age of Huck and Tom, early adolescence. And because we live very close to the middle school, I often find myself hosting half a dozen or more adolescent boys in my home after school. Arriving home from my day at the office, I step over the mound of large shoes kicked off near the doorway, holding my breath for the stink of course, and head straight to the kitchen to bake scores of pizza rolls and stir a fresh pitcher of kool-aid. 
Sure, adolescent boys don’t smell great, they track in mud, they’re loud, they eat a lot, and they’ve destroyed many things in my home, “by accident” of course, but I’m so glad to know where they are and what they’re up to. And it’s been fascinating to observe them up close. Soon they’ll have driver’s licenses and be lost into the world. Yet though I fully appreciate how precious these American sons are, their squirreliness leads me to feeling from time to time quite “looney,” just as Huck described Aunt Sally after the spoon prank. (I identified strongly with the character of Aunt Sally.) Instead of aiming to “sivilize” them, as Huck accused the widow of aiming to do, I send them outside into the suburban wilderness of manicured lawns and blacktop or insist that they work off the testosterone spikes with the free-weight set in the basement (a worthwhile investment for any family with adolescent boys). 
Increasingly, I grow a deeper fondness and empathy for boys this age. I enjoy their child’s curiosity coupled with their rather mature conclusions about the events and people around them. I smile noticing how their total height has yet to fall into proportion with their long, lanky limbs and large feet, like six-month old floppy-eared pups awkwardly scurrying about on oversized paws. Re-reading Huck Finn enhanced my appreciation for adolescent boys, as Huck’s narration of his journey invited me into the heart and mind of an adolescent boy. I learned that an adolescent boy’s rationale and motivation are more dependent on what he senses in the present and less on what he visualizes for the future, though ironically so much of what the boy discovers in the now shapes the man he will become.
We (mentors of boys) must learn to live in the moment with them as they, in the here and now, discover who they are and will become. I’m convinced that adolescent boys do not discover their identity and purpose by pondering it, but rather experiencing it. They actively pursue discovery of their identity and purpose through hands-on exploration and action-packed challenges. 
In The Wonder of Boys, educator and therapist Michael Gurian concluded that American parents and mentors are failing boys by not supporting them properly during adolescence, a period of life he dubs “the hero’s journey.” According to Gurian:
Our culture has robbed boys of the hero’s journey in myriad ways. Some among us have feared its warrior extremes and thus tried to teach boys to deny their need to perform and complete. Some among us, seeking to utterly destroy the male sense of role, have taught boys to avoid protecting and providing, to avoid that piece of their heroism. Some among us, too busy to help boys become the hero each needs to be, have neglected our elder responsibility. Most of us, feeling unheroic ourselves, have avoided looking into a boy’s eyes and seeing his desire to be a hero.
So what would Mark Twain (Samuel Clemens) think about how we’re raising American boys today? I suspect he’d be disappointed that beer commercials have become the premier medium for conveying a manning-up message, that drinking alcohol is prescribed for manliness. I also suspect Twain would be appalled at the pervasiveness of ADD diagnoses, labeling typical “rapscallion” qualities as disorders and then drugging the Huck Finn and Tom Sawyer out of our boys. 
A great truth that Mark Twain so brilliantly presents in Huck Finn is that adolescent boys are, at their core, seekers. We ought not so readily label them dysfunctional, criminal, at-risk, or hyperactive misfits. Every adolescent boy is a sapling of a man-tree living in the moment of discovering what kind of tree he was designed to be, each wanting to grow up tall and straight and each wondering what kind of fruit he was created to bear. Adolescent boys take risks to discover their courage, wrestle with one another to discover their strength, tease one another to discover their propensity for wit and humility, and roam the neighborhood to discover independence. We, their mentors, must be there for them to enable them to discover their virtues freely and responsibly on the hero’s journey. We must be present, discretely holding our breath while stepping over their shoes. We must live in the questions of discovery with them, actively listening, respectfully advising, and unconditionally loving them as they experience the joys and struggles and endure the consequences of the hero’s journey. 
Mark Twain said, “There comes a time in every rightly constructed boy’s life that he has a raging desire to go somewhere and dig for hidden treasure.” Well said. Let’s embrace the rapscallion that is at the core of a boy and support it, not tame it, into becoming a man on a good mission. 
“A boy remains a boy until a man is required,” warned Daniel Boone’s mother. Indeed, let’s remain close to our adolescent sons as they meet requirements for manhood. As we patiently and boldly nurture them with a concoction of equal parts love and respect, let’s remember to listen up, laugh it up, and lighten up.

Originally posted to Powerplay Communications' blog on April 14, 2011.

Hockey Heroes Bring 'Joy Amidst Pain'

Grab a tissue and watch how the WMU Broncos hockey team dedicated a great deal of time during their hockey season to serving a family enduring a season of pain.

If I surveyed hockey parents to ask them why they first decided to enroll their child in hockey, I wonder what the most common answer would be. I’m certain many would say that the underlying reason was because the child asked to play hockey. That’s obviously a good reason. Others might admit that they forced a child to play with the expectation that he or she would eventually grow a love for the sport. Clearly, that’s not such a good reason.
Has a rookie hockey parent ever enrolled a first-born in hockey exclusively for the reason of building good character in the child?
I think it requires hindsight or at least a long-standing family tradition in hockey for a parent to realize that the ultimate benefit of playing hockey is character-building. I finally came to truly understood this benefit only after my fourth son began playing. My understanding was enhanced further once I started playing. Without discipline, self-control, and the willingness to feed and receive passes, a hockey player cannot improve his game. Therefore, as he hones these virtues for the hockey game, he might also apply them in life. 
Granted, this character-building benefit is not unique to hockey. Athletes in other sports, musicians, scientists, and anyone dedicated to excelling in any challenging discipline experience a positive shift in character. The shift is a direct result of the tenacity the discipline requires for achieving any degree of success. Talent alone is not enough. Courage and commitment to pursuing excellence are necessary ingredients. Arguably, a sense of compassion for others matters too.
When I first viewed the video of how the WMU Broncos served the Schripsema family, I wondered about the parenting and coaching behind each of these young men. Who nurtured the character of these young hockey heroes? 
The Schripsema’s story of how the WMU hockey team brought them joy amidst pain is a lesson to anyone in the privileged role of influencing the character of a child. When parents, teachers, and coaches care about a child, instructing him in a spirit of love and respect, heroic character in that child will take root and grow.
Each child is a seed of a man or woman. When we lovingly and patiently invest time in growing that seed into a mature man tree or woman tree, the fruit that will fall will amaze us. Joy is the fruit falling from the WMU Broncos hockey team to the Schripsema family.
I’ll be rooting for the Broncos in the upcoming NCAA Men’s Hockey Championship tournament. And I’ll be praying for the Schripsema family and praising God for the hockey heroes serving them during their season of need.

The Lesson of Puck Control

“He shoots. He scores!” The words of Foster Hewitt echo in the hockey mom’s mind while rising to cheer solid effort at a youth hockey game. She cheers for all the kids ― though naturally, it is her hockey kid who will forever be her heart’s superstar.
He is her star because he is a “good” player, listening to the coach, heeding the authority of the ref, working hard to move the puck up the ice, maneuvering past and battling opponents. He rises early for practice without complaint. He religiously practices drills on lake ice or the driveway. When faced with aggressive play, excessive or within the rules, Mom’s player continues thinking through his game, envisioning his team’s next goal. The screaming from behind the glass is white noise. His focus is his game, honing instincts of head, heart, and hands.
And Mom’s job has been tough. She’s endured obnoxious parents and cringed as her child gets hit hard against the boards. She can spot disappointment on her player’s face from the bleachers, through the cage a hundred feet away, after fanning on a one-timer attempt or making a costly mistake on the backcheck.
Mom asks her player after a frustrating game or on the way to a 7 a.m. practice, “Are you having fun?”
“Yeah,” the player replies.
“Great,” Mom says.
Mom signs the check for the next ice bill knowing that her player’s hockey development is owned by him, not by her. He defines his hockey dreams and craves the excitement of the hockey life. She is proud of her player, because she understands that, by accepting this challenge, her child volunteered for a lesson that will support his development into adulthood ― the lesson of puck control.
Her player is learning how to rise after getting knocked down. He’s learning essential skills for carrying a responsibility to net. He’s developing instincts for jumping over and maneuvering around obstacles, maturing in self-discipline and self-control. Mom’s player practices techniques for dangling and protecting the puck, creating zone and the chance, looking for a teammate to feed a pass to or taking the shot himself.
She is confident that he will enter into the game of life as an assertive and disciplined adult. The character he cultivated during the hockey experience will empower him for serving in a job, heading up a family, or volunteering for his community or nation. Throughout his life, Mom’s player will start out each new morning with the words of Bob Johnson in mind ― “It’s a great day for hockey!”

Published on The Rookie Hockey Mom site on March 18, 2011.

Mini-Mites: It's as Good as It Gets.

“Mini-mites, it’s as good as it gets,” said a veteran hockey dad to a mini-mites dad. Overhearing this, I couldn’t help but to nod in agreement. This was about two years ago. I was seated in rink bleachers enjoying five- and six-year olds playing a cross-ice scrimmage. My youngest son was among them. 
There’s nothing cuter. Fearlessly, these tiny skaters chase the puck like little terriers after a ball. Bunched up in a pack, they manage to gain control of the puck, then take it to the net –  hustling, falling down, getting up again, and sometimes even passing. The coaches look on smiling. No systems. All instinct. No swearing or fighting, and usually no penalties. The mini-mite experience is innocent fun and a pure love for playing a game. For organized, indoor hockey, it’s the closest thing to the freedom of kids playing on the pond.
And mini-mite parenting is so simple. You get them dressed in the gear, find a spot in the bleachers, sit back, and smile. That’s all you have to do to nurture a mini mite’s love for the game.
At a local hockey camp one summer, I heard a pee wee ask Florida Panther David Booth what the most important thing is for making it in the NHL. Booth said, “Never lose your love for the game.” I think about Booth’s comment as I watch the little mini mites play. For them, hockey is just another game, and the love for it is just taking root.
Unfortunately, however, I occasionally observe a mini-mite parent uprooting a child’s love for hockey. Whether they’re scolding their little one for making a “mistake” on the ice or for just not “trying hard enough,” I think to myself, “That poor kid doesn’t have a chance. He’s going to lose his love for the game before mites.”
While hockey players of yesterday developed instincts and a love for the game on the pond, today’s youngsters are expected to develop this passion in a structured, adult-controlled environment. If we’re not careful, we’ll over-manage potential hockey players into stressed out kids who play hockey.
Trenton Youth Hockey’s Frank Murphy, a nationally recognized pioneer of instructional hockey for little kids, insists that hockey skills must be developed in a “fun-filled environment.” In a USA Hockey Magazine profile in 2004, Murphy said that to be a more effective hockey teacher, he had to learn how to get into the heads of mini-mites. They have short attention spans, they process what you say literally, and between drills they like to talk to the coach about kid stuff, like birthday parties and cartoons. I concluded from the article that Murphy’s great success at Trenton was grounded in treating five and six years olds like they’re five and six. This requires patience, kindness, and acting a little zany as needed to keep their attention.
Mini-mites is a non-competitive level, designed for FUNdamental development in learning and loving the game of hockey. If you have a mini-mite, I recommend letting him pack his favorite stuffed animal in his hockey bag. Let him brag to team mates about losing his first tooth. Let him act a little silly with his little buddies at the rink. Smile a lot. Cheer them along. Never scream at a mini-mite (or at a mini-mite coach or ref), even from behind the glass. And don’t discuss your mini-mite’s performance during the car ride home. To assess your mini-mite’s development, my advise is simply to ask him, “Are you having fun playing hockey?”
Published on The Rookie Hockey Mom site on March 15, 2011.

Self-Publishing: The Author Revolution

It was Woodrow Wilson who said, “The seed of revolution is repression.” Have writers been repressed by big publishing? 
For most writers, getting a book published by an established publishing house is like winning the lottery. Even if an acquisitions editor pulls your manuscript from the slushpile and likes it, your manuscript must impress several more layers of big-publishing management to win a book deal. 
The good news for good writers is that self-publishing is making these management layers obsolete. True, earning income via ebook self-publishing might be a pipe dream for a writer trying to turn a poorly written manuscript into a commodity. But for a good writer, ebook self-publishing is a sound option for gaining ground in the market as an author, that is if she treats book development as a business and commissions the services of a good editor, a good artist, a good publicist, and a good distributer. 
Done right, self-publishing meets content needs for a target market. A winning ebook would generate revenue that a writer could invest as capital for printing and distributing a print edition of the successful title. If an author has a knack for managing operation costs and a savvy for promoting books, self-publishing could replace the writer’s mundane day job and become a lucrative career. Authors whose products enjoy a niche market could even bring in additional revenue through merchandising title- or series-themed swag.
In a recent blog entry, Mark Coker, founder of Smashwords, an ebook conversion and distribution service, compared the downfall of traditional publishing houses to political revolution. Is his point valid? According to a recent article by Futurebook.net blogger Felicity Wood, only a quarter of consumers preferring e-reading would discontinue buying print books. Many ebook consumers purchase both the ebook and print editions of the same title. Though this is great news for the publishing industry at large, only authors and publishers who learn to adapt to the e-reading trend will benefit from its momentum.
Besides the obvious ― e-publishing technology, what other factors are contributing to Coker’s alleged downfall of big publishing? I would argue that little economic opportunity for emerging, and even established writers, is the most critical contributor. Writers have to write; they need to write, so much so that many would even write for free or little monetary reward. A big publisher knows how to take advantage of a writer’s addiction to writing, sucking the writer into a mediocre contract of a 5 to 10% royalty by promising him an increased royalty percentage in the hypothetical “next deal,” once he’s “more established.”  With ebook self-publishing, writers may enjoy 70 to 80 percent of sales. The bottom line speaks for itself. Why would an author sign up for a low royalty percentage only to risk the publisher’s right to remove the title from its catalogue and from print before the book had enough time to reach its full readership potential?
With the ebook revolution, authors are empowered to respond to the coercive acts of big publishing. So are book publishing elites today’s publishing red coats? Is ebook self-publishing akin to Tom Paine’s patriot movement? Like Paine’s revolutionary pamphlets, ebook publishing APIs (Application Programming Interface) are connecting writers directly to readers. What’s more, the movement is purely democratic ― anyone can publish. And those reaping the economic rewards of ebook publishing are beneficiaries of a truly free hand of capitalism. If the book is any good, the market will find value in purchasing it.
Powerplay Communications as an Ebook Publisher
Recently, I decided to publish a revision of my 2005 print book The Rookie Hockey Mom. Within two weeks, I revised and reformatted the content and submitted it to Smashwords for ebook conversion and distribution. Now consumers can buy the e-edition of my book from Smashwords.com. Soon, they will be able to purchase it from premium ebook retailers like Amazon, Barnes & Noble, iBookstore, Sony, and Kobo. 
If you’re a writer with a promising finished manuscript, I suggest investigating your options for ebook self-publishing. If you’re looking for help in editing and formatting your manuscript, Powerplay Communications can help. 
For more, click here for a link to “The Uprising in Book Publishing,” a presentation by Smashwords founder Mark Coker.
Also check out Felicity Wood’s blog article “Trendspotting,” which shares statistics on readers’ attitudes toward ebooks.
Originally posted on Powerplay Communications' blog on March 13, 2011.

Great Moments Are Born from Great Opportunities.

Herb Brooks-isms are popular in my home. Five of us play hockey, and we’ve all seen Miracle more than a dozen times. Though viewing the game as a seventh-grader in 1980 is still a vivid memory for me, the lesson of the miracle game as applied by my four hockey-playing sons has had a deeper impact on my can-do spirit. The mental strength modeled by my goalie is the most remarkable. 
I tell my boys, “There’s good-crazy and bad-crazy.” I believe living out a passion to mind the net falls under “good-crazy.” A true goalie amazes onlookers with his puck-blocking talent and his deflection of criticism when he can’t block them all. As a goalie develops, he trains his mind to counter the literal shots of the puck and the figurative shots of severe judgment. He grows his heart, quickness, and thick skin for his mission, focusing on one thing: making the next great save. And when he’s made a great save, he feels that he’s stopped time.
Great moments, like stopping time, are born from this opportunity of accepting the risk of playing net. When a goalie’s hot, wow, it’s magical — great split-second moments of staying big to stone the break-out shooter, or reading the attacker like a clairvoyant to foil the deke, or making a swift swoop of the glove to catch the snipe.
I don’t have the special, good-crazy gift to play net, but I have the passion to step out and use my head, heart and hands to raise four sons and build a business. I hear these words: “You were born for this. This is your time. Go out there and take it.” I’m seizing each great opportunity with the belief in great moments.

Published on The Rookie Hockey Mom Site on March 11, 2011.

Religious Hockey

If it weren’t for religion, chasing a puck around on skates would be meaningless. Anyone deeply involved with the spirited tradition of hockey is familiar with the sport’s rituals, mystics and gods.
Hockey certainly stretches your faith. It is a belief system that transcends rules and tactics, driving meaning and purpose into a player’s dedicated vision and a fan’s hopeful zeal. And in hockey’s victories and disappointments, joy and frustration, we ― hockey’s matriarchs ― choose always to keep the faith in religious hockey.
Like saints, memorable hockey players are known for courageous passion and humility. Outsiders don’t know this; they think hockey is a bully’s game. For the hockey player, greatness is a purpose, a mission from God ― whom hockey folks refer to with the euphemism “the hockey gods.” Like mysticism, hockey sense can’t be taught, only honed with the help of wise coaching. And the lore and culture of the hockey life are reinforced by hockey moms.
Hockey moms who know that 80 percent of the game is the mental part nurture hockey toughness in the home. Hockey toughness is nurtured by hockey moms in Canada, where the mystique of hockey’s past and future are strongly interwoven into its present and whose national history includes remarkable hockey moments, such as Henderson’s goal to seal the national team’s victory against the Soviets in the 1972 Summit Series. Hockey toughness is nurtured by American hockey moms old enough to remember how the hockey game presented a miracle for the United States in 1980 ― a blessing that wouldn’t have been realized without the fierce physical training and mental strength of Herb Brooks’ players. 
Sure, religious hockey forces upon us hockey moms a certain fanaticism. We undertake the religious-hockey instruction of our home. We wear a hockey mom pin close to our heart next to a cross. We teach the kids about the stories of great players, how they controlled the puck for a purpose greater than themselves ― for the team and for the fans. We tell them that hockey players don’t act selfishly, don’t disrespect authority and don’t tattle. We adorn the kids’ bedrooms with images of Mr. Hockey, The Rocket, The Great One, The Next One and Mario the Magnificent. We dress them in the jersey’s of hockey’s finest armies and taken them on their first pilgrimage to Toronto. We allow them to grow hockey hair. We cooperate with the dervish behavior of our goalies, honoring pre-game rituals and superstitions. We buy the little ones tape in their lucky color and work with team managers to get them their lucky jersey number.
I like hockey because if you’re patient and loyal in fighting the good fight, you’ll eventually taste victory. Every hockey insider knows that. And though the hockey gods have been attributed with great disappointments, such as imposing a 54-year-long curse on the powerful city of New York, they’re not despised by the game’s great players and coaches. Rather, “the hockey gods,” or the purity in the momentum of the game, are respected. Mike Babcock said, “The hockey gods are fair. If you don’t play hard, you don’t win.” Occupying hockey’s core then is a faith in a divine justice. It pumps meaning into the tenacious backcheck, the relentless forecheck and the confident attack on net. And for goalies, the hockey game can give them the power to stop time.
So to the end of rearing my kids into sainthood, I raise them as hockey players, because in hockey there are no shortcuts. It’s just like life. 
For its promotion of strong values, development of character and offering of lessons for the trials of real life, I believe in hockey.

Published on The Rookie Hockey Mom site on March 7, 2011.

The Hockey Club

Hockey is a club that holds its members tightly, the bond forged by shared hardship and mutual passion, by every trip to the pond, where your feet hurt and your face is cold and you might get a stick in the ribs or a puck in the mouth, and you still can’t wait to get back out there because you are smitten with the sound of blades scraping against ice and pucks clacking off sticks, and with the game’s speed and ever-changing geometry. It has a way of becoming the center of your life even when you’re not on the ice.
                                             Wayne Coffey, The Boys of Winter 
Hockey parents know that hockey is more than a sport; it’s a lifestyle. Add the thrill of playing hockey to the experience of hockey-parenting, and hockey will become a family passion.
The Rink Congregation
The hockey community is tight-knit. It’s fitting that we hockey families spend so many Sunday mornings together, because we function much like a church congregation, or often like a large dysfunctional family at Sunday brunch. Like a family or community of believers, hockey families are emotionally invested, not just in this sport, but in each other. Whether fond of one other or at odds with one other, one thing is certain, hockey families are not indifferent to one other. The hockey community takes care of hockey families experiencing crisis. And collectively, hockey parents look after the precious rink rats tooling through the rink lobby in their heelys. They hold babies for fellow parents getting little skaters geared up for practice. They take turns buying all the kids slushies.
Parents who had played hockey together as kids growing up partner in guiding today’s youth hockey players. Yet in their overzealousness to support their own kid’s development, they sometimes clash with one another, then, as families do, they make up, forgive and move on ― it’s for the good of the kids. After all, they will be spending many more weekends together and traveling numerous more miles together. Because there are no “snow days” for hockey families, they have already survived blizzards together, convoying their SUVs closely behind one another through blinding, blowing snow. 
The Hockey-Playing Hockey Parent
I’ve been a hockey mom for about ten years now and have enjoyed the community of hockey more than any other community of friends in my life. But it wasn’t until I started playing the game myself eight years into my hockey parenting journey that I really became a good hockey mom. To know first-hand what it takes to dangle a puck, to feed a pass, to catch a pass, to score a goal, to feel the intensity of the game, to enjoy the camaraderie of the room ― that has enhanced my ability immeasurably to parent my players well.
America’s Hockey Club
So in honor of today’s 31st anniversary of the Miracle Game and the recent Hockey Day Across America celebration, I’ve come up with a little acrostic:
H is for the humility of hockey’s greatest players.
O is for the obsession to play this addictive game.
C is for the character that hockey builds in the player.
K is for hockey keepsakes, like tourney trophies and game pucks.
E is for the empowerment hockey players sense on the ice.
Y is for the youthfulness players of all ages feel during a game.
The hockey club is a memory-maker for my family. It is my family’s social life, my support network, and the gateway to my boys’ dreams. Hockey creates a rite of passage for my sons and a language I can use to communicate with them. Because hockey allows no shortcuts to glory, pursuing hockey greatness instills the values of perseverance, discipline, and humility. 
So to all the volunteer coaches, league administrators and rink managers out there, thank you for helping this great sport thrive. My family is blessed to be part of this congregation of believers, also known as Greater Detroit’s outstanding hockey community.
Originally posted on Powerplay Communications' blog on February 22, 2011.

Democracy & the Power of Knowledge

In a letter to W. T. Barry in 1822, James Madison wrote, 
A popular government without popular information, or the means of acquiring it, is but a prologue to a farce or a tragedy, or perhaps both. Knowledge will forever govern ignorance, and a people who mean to be their own governors must arm themselves with the power which knowledge gives.
Demand Fact-Based Content; Reject Sensationalism as “News”
Every new grad of journalism has a fundamental career decision to make. Sell sensationalism. Or aim for truth-telling. Call me “old-fashioned,” but I find the “the new journalism” of leading 1A stories with opinion, speculation, or rumor quite disturbing. Save it for the op-ed page or a blog entry. 
Readers are accountable too, because the journalist’s commitment to truth-telling cannot sustain a democracy if the readership discontinues its demand for truth. For our American democracy to thrive, media consumers must make the effort to discern fact-based information from sensational speculation. They must actively support media outlets and independent journalists who value truth-telling over money and attention. 
Filtering the good information from the clutter of unverified statements is difficult. It requires looking deeper than the morning paper and evening news, where headline stories may have been rapidly spun from content spoon-fed by press secretaries and decision-makers who are so high up the food chain that they have little to no sense of how those at the grassroots are subsisting. Becoming a critical thinker and good news reader requires becoming a student of history, an independent researcher, a fact-checker, and an informed and listening observer.
In his autobiography, Surprised by Joy, C.S. Lewis opines that newspapers alone offer little value for acquiring knowledge:
  1. Even in peacetime I think those are very wrong who say that schoolboys should be encouraged to read the newspapers. Nearly all that a boy reads there in his teens will be seen before he is twenty to have been false in emphasis and interpretation, if not in fact as well, and most of it will have lost all importance. Most of what he remembers he will therefore have to unlearn; and he will probably have acquired an incurable taste for vulgarity and sensationalism and the fatal habit of fluttering from paragraph to paragraph to learn how an actress has been divorced in California, a train derailed in France, and quadruplets born in New Zealand.
When I’m on a quest for knowledge about a topic, I don’t accept as real or complete news that passes as “news” alone. Complex events are presented in a news story too quickly and too simply to teach us anything of substance. I know from living abroad where news was happening before my eyes that a newspaper reporter’s black and white rendering too often excludes the critical gray tones and colors of the truth. Therefore, to get the whole story, I invest my dollars and time in news supplements and alternatives:
Study history. Just as I might gain insight into Italian from studying Latin, I learn about today’s events from reading history. For, example, I know from studying history that there is a historical pattern of economic instability leading to political instability. Any history buff knows that poverty leads to unrest, that the want for bread generates a hunger for freedom. And look what we see in the headlines today ― rebellion triggered by damaged economies and rebels looking for a scapegoat.
Read the wires. Reading the wires regularly, I was able to connect the recent ousting of Tunisia’s Zine El Abidine Ben Ali to the demonstrations in Egypt. Wire services, such as AP and Reuters, function as boots-on-the-ground news services that consumers desperately need to sift through the muck of ratings-driven reporting and to find some essential pieces of information and insight that the mainstream talking heads have left out. 
Check the facts. For issues that I have a special interest in understanding clearly and completely, I regularly consult primary source material to verify statements made on the networks and in the press. For example, I referred to the DoD’s Comptroller for the complete details of the proposed 2012 defense budget while reading news surrounding conflicts regarding the federal budget. I also check the U.S. Government Accountability Office’s website frequently. My concern for our service men and women serving in Operation Enduring Freedom (OEF) prompts me to review at least weekly the list of casualties. I also scan the DoD press releases.
Support Fair, Reasonable Critical Thinkers; Dismiss Hype-Mongering Pundits
As freedom-lovers, we must equip ourselves with knowledge to make our leaders and our press accountable. Passively listening to a tirade on Fox or MSNBC does not qualify as gaining knowledge. Just a little fact-checking, and you’ll find the cracks in the claims of these prime-time windbags who make a heck of a lot of money for their networks. A sign that our nation has become intellectually healthy would be the networks finally booting these guys from the airwaves due to low ratings. When consumers do their homework, interest in anti-intellectual, attention-seeking pundits withers. Pundits like these, whether on the right or the left of the political spectrum, are what I call “Hype Mongers.” And I would love to see the American public tune them right out of business.
Below I contrast the character of The Truth Seeker (the good pundit) against The Hype Monger (the evil pundit):

Challenge Policy Makers; Renounce Empty Partisan Rhetoric
Political leaders can be just as ugly and deceitful as hype mongers. Policy makers can severely damage businesses as they make decisions impacting industries for which they are not subject-matter experts, when they gain campaign support for votes. Surely, lobbyists drive policy-makers’ decisions just as ratings drive the headlines in the mainstream network teasers. Also, when policy makers legislate by presumptuously putting people in boxes and labeling them with sweeping generalizations, the lives of many individuals are affected.  When defense contractors and commanders looking to put a feather in their cap push for war tactics based on new technology rather than the real needs of the servicemen in the fight, thousands of lives and billions of tax dollars are lost.  
In his essay “Congressional Oversight Willing and Able or Willing to Enable?”¹ Winslow T. Wheeler described congressional oversight on executive branch national security decisions this way: 
Mere words, in the form of prognostications at congressional hearings may catch the momentary eye—and the evening news—but their impact on policy, and history, vary from transitory to nonexistent. Beyond that, poorly informed questions, prosecuted ineffectually at a congressional hearing do little more than help us identify which politicians are the lightweights. 
As constituents, we must challenge our senators and representatives to do their homework and truly become the check and balance they were prescribed to be in the U.S. Constitution.  
If an informed citizenry held policy makers accountable, then we would have ourselves one fine democracy.
The Democracy We Deserve
George Bernard Shaw said, “Democracy is a device that insures we shall be governed no better than we deserve.”
Gaining knowledge is hard work, and it is our duty as citizens. Seeking truth isn’t a warm and fuzzy challenge; it forces one to look at evil in the world, to witness suffering, to come to terms with betrayal by those entrusted to lead. But knowledge can equip and inspire citizens to act. It will lead to a higher quality of democracy.
In this dynamic media age, I hope that media managers are considering new ways for supporting a readership’s truth quest, such as enhancing reports with historical notes, facts and figures, and statements from relevant, diverse, and grounded viewpoints.
Instead of following the money, news must follow the truth. This way, the people might prevent legislation from following the money and ensure it protects people. News consumers would stop passively accepting the arguments of the Republican or Democrat dynasties and their ruling heirs, and instead demand transparency, accountability, and truth-telling. 
“Freedom had been hunted round the globe; reason was considered as rebellion; and the slavery of fear had made men afraid to think,” wrote American patriot Thomas Paine. “But such is the irresistible nature of truth, that all it asks and all it wants is the liberty of appearing.”²
Let truth be the magnet that attracts and energizes our American democracy. Let the hype fade.
¹ The Political Labyrinth, February 2011.
² Rights of Man, 1791.

Originally posted on Powerplay Communications' blog on February 10, 2011.

The Will to Win

The Green Bay Packers had to be tougher than steel to win Superbowl XLV. This year’s Superbowl match-up will be remembered fondly as a well-executed battle between two fierce teams fighting valiantly for the championship title. Of course, this is what makes a  Superbowl game a great event ― the drama of the will to win. 
Tenacity Leaves a Mark
What is celebrated, what will be remembered years later, is the story behind the Packers’ commitment to team and tenacity on the gridiron to achieve their mission of returning the Lombardi Trophy to Lambeau Field after 14 years. 
Each year the media circus surrounding the over-analysis of the commercials and hype of the pre-game and half-time shows seems to attract increasingly more attention from the adventure of the game itself. This is unfortunate, because it is the lesson of the game that Americans, especially young American boys, really need. 
To witness the will to win playing out in real time is a blessing. It is nutrition for the soul. Trophy namesake Vince T. Lombardi said, “The spirit, the will to win and the will to excel ― these are the things that endure and these are the qualities that are so much more important than any of the events that occasion them.”
Commenting to the press immediately following the game, Packers coaches and players quickly attributed the Superbowl win to the dedication of the Green Bay community, to the tight bond between Packers team mates, to the sage leadership of Head Coach Mike McCarthy, and to the steadfastness of Quarterback Aaron Rodgers.
Community
Honoring the commitment of Packers fans, in the wake of the great win, McCarthy explained to reporters, "We're a community-owned team, so you can see the fingerprints on the trophy." Indeed, the Green Bay Packers is the only non-profit, community-owned major professional sports franchise in the country. Green Bay’s little more than 100,000 residents own the team to prevent it from being purchased and moved to another city. The community is literally invested in the team.
Team
"We've been a team that's overcome adversity all year," Greg Jennings told Pam Oliver immediately after the game. "Our head captain [Charles Woodson] goes down, emotional in the locker room. Our No. 1 receiver [Donald Driver] goes down, more emotions are going, flying in the locker room. But we find a way to bottle it up and exert it all out here on the field.” He concluded, “To God be the glory.”
Leadership
McCarthy dismissed the jinx factor and led his players to hone confidence for the game in a kinesthetic way by having them fitted for rings the night before the Superbowl. He wanted his players to enter the field already feeling the win. Linebacker Desmond Bishop told ESPN, “We could see that it was right there. Everything we wanted was right there in our hands, literally and figuratively.” Rodgers praised McCarthy as “a players’ coach.”
Mental Toughness
Another significant element to the win was Rodgers’ attitude. Rodgers, who only a few years back landed in the center of the Brett Favre return-from-retirement controversy, demonstrated patience, resolve, and, very obviously given his performance last night, controlled skill. “That's kind of been my career. Waiting on an opportunity and making the most of it," Rodgers told reporters after the win. "This was another opportunity last night. ... I'm just real excited to be a part of it."
Hero Training
In a society that has lost a clear, cohesive, and consistent rite of passage into manhood for its boys, a society that equates “manning up” with beer commercials, a society that seeks to control an adolescent boy’s testosterone spikes with medication, sports are such an important part of community. Participation in sports may be the only way a boy will find his way to develop the will to win. Playing sports cultivates a boy’s innate seeker temperament into the character of a warrior who understands what it means to fight the good fight. In other words, sports train a boy’s brave heart, encouraging it to blossom into a hero’s heart. 
Heros don’t win every battle, but they always have the will to win. 
Originally posted on Powerplay Communications' blog on February 7, 2011.