Vol 6, No 3August 2012

Anderson Center Management and Business Development (Logo and Banner)
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Dear ,

As a business owner or manager, your ability to communicate has a powerful impact on day-to-day operations, interpersonal relationships, leadership effectiveness and long-term success.

Through intentional and meaningful communication, leaders can better promote vision and teamwork among employees, collaboration and trust among strategic partners, and sustainability, loyalty and value among customers.

Jim Lukaszewski, world-renowned crisis communications and leadership expert, will be sharing his insights on what it takes to be a great leader and communicator at the Speakers Forum, Thursday, Sept. 6, 2012 at the River's Edge Convention Center in St. Cloud. Below, we introduce Jim and share an excerpt from a speech he wrote on becoming a verbal visionary.

Also in this issue, we spotlight the Marketing Forum, a forum ideally suited for senior and mid-level managers responsible for organizational marketing efforts. The forum equips participants with tools and frameworks to develop and evaluate marketing strategies and tactics. Participants leave with a deeper understanding of how they might better communicate and deliver value to their customers.

Best regards,
The Anderson Center Team

Excerpt from the speech Become a Verbal Visionary: How to Have a Happy, Successful and Important Life
By James E. Lukaszewski


"I define vision as a meaningful, useful, positive goal that many can willingly contribute to achieving. When corporate vision programs don't reflect this definition, no one pays much attention to them because they're simply not useful. In fact, many vision statements are not taken seriously by anyone.

"A visionary is an individual who can get others to focus on some meaningful, useful, positive goal, which they can willingly contribute to achieving. A verbal visionary is someone who is able to move people through the power of their speech. And, verbal power does move people to action.

"Not everyone is a verbal visionary. A non-visionary is someone who follows rigid rules; someone who's so emotionally attached to their own concepts and ideas that they can't possibly adapt what they're doing to the needs of others. A non-visionary has little tolerance for anything outside the patterns of their own beliefs; they test new ideas against consistency with the past and consistency with their view of existing culture. They are enormously focused on getting "stuff" done, but not on achieving strategies that might yield larger results. Non-visionaries are creatures of their own habits. Occasionally, they may sound like visionaries, but their behavior is the give away. Non-visionaries always return to type, sometimes with devastating affect." ...  Read more.

Jim Lukaszewski (loo-ka-SHEV-skee) advises, coaches, and counsels leaders who run very large corporations and organizations through extraordinary problems and critical, often high-profile circumstances. His name was listed in Corporate Legal Times as one of "28 Experts to Call When All Hell Breaks Loose," and in PR Week as one of 22 "crunch-time counselors who should be on the speed dial in a crisis." His focus is crisis management and leadership and organizational recovery.

Jim will be speaking at the Anderson Center's Speaker Forum, September 6, 2012 at the River's Edge Convention Center in St. Cloud, Minn.

In business school or in your high school marketing class, you likely heard instructors refer to the "4 P's" of the marketing mix: Product, Price, Promotion and Place. In developing and marketing products today, you may ask yourself questions like, 'what product features can I provide?'; 'what price can I charge?'; and 'where can I sell my services?'

Marketers today may benefit from a change in paradigm. Instead of the "4 P's," consider the "4 C's": Customer, Cost, Convenience and Communication. When you think about your product, approach your thinking from a customer's standpoint and imagine the benefits and solutions you hope can be provided. Rather than thinking about what price you would like to charge, consider the cost customers face to acquire or use your product. When reviewing place (channels, locations, etc.), spend a moment evaluating how convenient it is for customers to find and acquire your goods. Finally, as you plan your promotional strategy, consider the sort of communication customers prefer and through which communication medium they will be most receptive.

To beat competition and to capture and retain customers, you may need to think differently! The Anderson Center's Marketing Forum exists to challenge your thinking as a marketer and provider of goods and services.  Learn how to develop powerful marketing strategies through an in-depth and unique look at the marketing mix that begins with the customer in mind.

Marketing Forum
September 17-19, Gainey Conference Center
Owatonna, Minn.

The Marketing Forum is ideally suited for senior and mid-level managers responsible for organizational marketing efforts. The forum is designed to assist leaders in understanding the interplay of key marketing tactics and their essential integration and compatibility with overall corporate and organizational strategy. The three-day forum is a comprehensive program for practical success and includes cases and activities that break down the "marketing mix" and give participants tools to apply to their organizations.

Program Objectives

  • Exploring marketing strategy and tactics through a unique analysis of the marketing mix—product, price, place and promotion.
  • Integrating the four components of the marketing mix, including additional concepts and tools, into a final case study analysis and exercise applied to participants' own organizations.
  • Developing a systematic approach to analyzing marketing challenges and opportunities.
  • Providing resources for post-forum learning and application.
  • Networking with Marketing Forum and other Center alumni for ongoing learning and development opportunities.


Speakers Forum — Jim Lukaszewski
September 6, River's Edge Conv. Center , St. Cloud
Marketing Forum
September 17-19, Gainey Center, Owatonna
Roundtable Annual Retreat
September 27-28, River's Edge, St. Cloud
Managers' ForumOnly a few seats remaining
October 1-5, Gainey Center, Owatonna
Governance Forum
October 15-17, Gainey Center, Owatonna
International Business Forum
November 12-14, River's Edge, St. Cloud
Leadership Forum — FULL
November 27-29, Gainey Center, Owatonna
Operations Forum Filling quickly
January 21-23, 2013, River's Edge, St. Cloud
Executive Forum, Cohort 6 (Week 1 of 3)
February 3-8, 2013, Gainey Center, Owatonna
Leadership Forum — Only a few seats remaining
February 26-28, 2013, River's Edge, St. Cloud
Negotiation Leadership Forum
March 18-20, 2013, Gainey Center, Owatonna


We're now taking registration for Leadership teams (2-3 or more participants from the same organization) for 2013 Leadership Forum cohorts:

  • February 26-28, 2013 at the River's Edge Convention Center in St. Cloud, Minn.
  • June 4-6, 2013 at the Sugar Lake Lodge in Grand Rapids, Minn.
  • October 28-30 at Gainey Conference Center in Owatonna, Minn.

Contact Venita Wilkes, venita@anderson-center.org or 320.251.5420 for dates and to secure seats for this high-demand, leadership development offering.


Registrations are now being accepted for all remaining 2012 forums and Q1 forums in 2013.  See the 2012 H2 Forum Calendar and the 2013 Forum Calendar, for more information.

To learn more about the Anderson Center and our forums, visit our website or contact Venita Wilkes at 320.251.5420 or venita@anderson-center.org.

Challenge yourself. Challenge your organization.




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