Issue 20

In Search of an Excellent You


In this Issue
Introduction
Ask a Marketer
Latest Press:
Defining Your Direction
Career Advice
Commitment

Introduction

You were born with potential.
You were born with goodness and trust.
You were born with ideals and dreams.
You were born with greatness.
You were born with wings.
You are not meant for crawling, so don't.
You have wings. Learn to use them and fly.

Make a list of your blessings; an inventory of all the talents you have received, and you will overcome uncertainty and adversity. Though you may be ill or carrying a great burden, you can motivate yourself by believing that there are always others who suffer more than you and, in spite of everything, they believe and wish to continue living. Someone once said: "I stopped feeling sorry for myself for not having shoes, when I saw that someone with no feet was quite happy." Take, then, an inventory of your blessings; your past ones as well as your current ones. If you were to do this conscientiously, you might end up on your knees endlessly thanking the Lord. Remember so many pleasant experiences, so many happy moments, the achievements, the relationships and the successes. Be thankful of all these wonders. As with so many physically impaired people, feel God in your soul and recover hope with a joyful inventory of talents. You have so much more to be thankful than to ask for.
Yours in Success and Achievement,
Dr. Manuel Escalante (Dr. E)

Defining Your Direction
Many people are committed to professions and personal endeavors they never consciously planned to pursue. They attribute the shape of their lives to circumstance, taking on roles they feel are tolerable. Each of us, however, has been blessed with a purpose. Your life's work is the assemblage of activities that allows you to express your intelligence and creativity, live in accordance with your values, and experience the profound joy of simply being yourself. Unlike traditional work, which may demand more of you than you are willing to give, life's work demands nothing but your intent and passion for that work. Yet no one is born with an understanding of the scope of their purpose. If you have drifted through life, you may feel directionless. Striving to discover your life's work can help you realize your true potential and live a more authentic, driven life. To make this discovery, you must consider your interests in the present and the passions that moved you in the past. You may have felt attracted to a certain discipline or profession throughout your young life only to have steered away from your aspirations upon reaching adulthood. Or you may be harboring an interest as of yet unexplored. Consider what calls to you and then narrow it down. If you want to work with your hands, ask yourself what work will allow you to do so. You may be able to refine your life's work within the context of your current occupations. If you want to change the world, consider whether your skills and talents lend themselves to philanthropic work. Taking stock of your strengths, passions, beliefs, and values can help you refine your search for purpose if you don't know where to begin. Additionally, in your daily meditation, ask the universe to clarify your life's work by providing signs and be sure to pay attention. Since life's journey is one of evolution, you may need to redefine your direction on multiple occasions throughout your lifetime. For instance, being an amazing parent can be your life's work strongly for 18 years, then perhaps you have different work to do. Your life's work may not be something you are recognized or financially compensated for, such as parenting, a beloved hobby, or a variety of other activities typically deemed inconsequential. Your love for a pursuit, however, gives it meaning. You'll know you have discovered your life's work when you wake eager to face each day and you feel good about not only what you do but also who you are.

CareerAdvice
Build Your Brand at Business School
Personal branding has always been out there, but it has become a better defined and an increasingly popular concept over the past decade. More and more professionals across industries and functional areas are discovering the value of creating, communicating and maintaining personal brands, both in their career search and in their continuous professional development. But despite its growing importance in the business world, many are still unclear on what personal branding actually is. To clarify, personal branding is the process of:
• Identifying the unique and differentiating value that you can bring to an organization, team and/or project.
• Communicating it in a professionally memorable and consistent manner in all of your actions and outputs, both online and offline, to all current and prospective stakeholders in your career. Everyone has a unique personal brand (a.k.a. the unique and differentiating value), and that brand is communicated in everything you do--both when you are looking for a job and after you've obtained one. Personal branding is so much more than what you post on your social network pages or write on your blog. It's who you are inside and out, online and offline. Your personal brand essentially encompasses your overall lifestyle. It shouldn't take you very long to find examples of people you know who have successfully created and established strong personal brands. In pop culture, examples include almost all celebrities and personalities, such as Oprah, Rachael Ray, and Michael Jordan. In the worlds of business and politics, examples include Jack Welch, Steve Jobs, and Donald Trump. -Chris Perry

Commitment
WHAT IS COMMITMENT
A great business leader once said: "...the basic philosophy, spirit, and drive of an organization have far more to do with its relative achievements than do technological or economic resources, organizational structure, innovation, and timing. All these things weigh heavily in success. But they are, I think, transcended by how strongly the people in the organization believe in its basic precepts and how faithfully they carry them out." (from Thomas J. Watson, Jr., A Business and its Beliefs - The ideas that helped build IBM).
As true as this is for the success of a corporation, it is even more so for the individual. The most important single factor in individual success is COMMITMENT. Commitment ignites action. To commit is to pledge yourself to a certain purpose or line of conduct. It also means practicing your beliefs consistently. There are, therefore, two fundamental conditions for commitment. The first is having a sound set of beliefs. There is an old saying that goes, "Stand for something or you'll fall for anything." The second is faithful adherence to those beliefs with your behavior. Possibly the best description of commitment is "persistence with a purpose". Many successful business people are hailed as visionary leaders. On careful inspection they are found to be individuals who hold firmly to a simple set of commitments, usually grounded in beliefs such as "the best product money can buy", or the highest possible customer service". It is the strength of these commitments, religiously followed, that led to their business success.
WHERE TO PRACTICE
It appears that effective leaders hold dearly to a half dozen commitments. The first, and most basic, of these is a commitment to a set of values, principles or beliefs. These underlying principles define both the organization's uniqueness and the fundamental direction in which it wants to head. This first commitment leads to a common vision and purpose within the organization. The second commitment is to oneself, to how one acts as a leader. An effective leader possesses a strong sense of personal integrity and self confidence. This leads to a willingness to share the credit for success. Another side to this commitment is a deliberate emphasis on continual self-improvement. The combination of a strong, positive commitment to self and to a set of principles serves as a foundation to effectively maintain the remaining four commitments. These commitments are to: customers, results, employees, and the organization. Everyone has a customer and is a customer to someone else. Customers are usually thought of as external to the organization who needs your product or service. A question worth asking is, "How much are others willing to pay for my work?" The price your customers are willing to pay measures its values in their eyes. Besides serving customers, all organizations target specific results. Given the large number of demands placed on all of us, it is important to concentrate on achieving the most important goals and objectives. Commitment to results is largely determined by how clear priorities are, what actions get rewarded, and what risks are being taken to improve intended results. The next commitment is to the people. The quality of the organization's commitment to customers and results is largely based upon the quality of its commitment to people. The simple reason for this is that it is these people who serve the customer and achieve results. How are people treated in the organization? Commitment to people is largely the product of treating people with respect, challenging them, and giving them effective feedback on how they are doing. The final leadership commitment is to the larger organization. Other departments, higher management, the organization's overall strategy & mission are important. Communication is the key with this commitment. How people talk to, and about, each other greatly affects the quality of cooperation. How open are the channels of communication up, down, and across? Can management be challenged? Will people support management decisions and changes? Balancing all six commitments is the key to well directed leadership. When management supports its employees, they will be able and willing to achieve intended results, When these results support customer needs and expectations, customers will support the organization with their business. A strong and healthy organization can then continue to show commitment to its people. The glue that holds this process together is the values and leaders in the organization.
HOW TO PRACTICE COMMITMENT
Effectively demonstrating commitment to others, to the organization's basic principles, and to oneself is never easy. The truth is, demonstrating commitment is hard work. Wavering commitment is usually seen as no commitment at all. The only way to achieve a reputation for commitment is through determination and persistence. Genuine commitment stands the test of time. Day to day, commitment is demonstrated by a combination of two actions. The first action is called supporting. Genuine support develops a commitment in the minds and hearts of others. This is accomplished by focusing on what is important and leading by example. It is not uncommon for people to be either confused as to what is important, or lose sight of it over time. Supporting means concentrating on what adds value, spotlighting what's working, and rewarding others who are focusing on what is important and leading by example. A crucial aspect of true support is standing up to those who would undermine commitment, those whose words or actions show disrespect. The second action underlying commitment is called improving. Improving stretches our commitment to an even higher level. Commitment means a willingness to look for a better way and learn from the process. It focuses on eliminating complacency, confronting what is not working, and providing incentives for improvement. The spirit of improving is rooted in challenging current expectation and ultimately taking the risk to make changes. These changes are based more on an optimism in the future than dissatisfaction in the past. It is embodied in the reply of car maker Professor Porsche, who, when asked which was his favorite model in the long line of Porsche automobiles replied: "I haven't built it yet!" It is the combination of both supporting and improving behaviors that makes up the practice of commitment. Separately neither action is capable of sustaining commitment. Promoting alone can come across as a shallow and pollyannish. Continuous improvement can be seen as "good is never good enough". Together they provide a needed balance. Both are essential to commitment.
WHEN IT IS MOST IMPORTANT
Commitment is most difficult and most readily proven during tough times. How someone weathers the storms most clearly demonstrates their basic beliefs. In antiquity, Epicurus stated: "...a captain earns his reputation during the storms." When your competition scores big against you, when the money dries up, or when the glamour of success wears off, this is when it is easiest to compromise your commitments. The real test comes when you can hold the line against the easy route of compromise. Fortunately, paying the price that commitment commands has payoffs worth the cost - a reputation for integrity and, even more important, the commitment of others in return. Commitment is a two-way street. You only get it if you are willing to give it.

Ask a Marketer?
Question:
How can I obtain the forwarding address that a person provides the United States Postal Service when they move? I am quite certain this is available, because I see companies track me to new addresses, despite having not offered the new address directly, only told the Post office to forward mail to a new address.

Answer:
You're absolutely correct in thinking that the United States Postal Service (USPS) does make address change information available to marketers and other companies (including creditors) for list updating purposes. The service is called National Change of Address (NCOA). Essentially, a handful (about 20) of large data processing firms have been licensed to process consumer and business lists against the USPS file of address changes, to identify if any of their customers or prospects have filed a change of address. Essentially, rather than having the USPS forward mail, the data processors identify consumers and businesses who have moved, allowing direct mailers to update their records and send the direct mail to the new address. This all comes at a fee, of course, and the USPS receives revenue from the licensed service bureaus. Likewise, the service bureaus charge the mailers for the updated addresses. The USPS also realizes cost savings because it's quite costly to manually forward mail. The process is also highly regulated. For example, mailers are prohibited against building 'new mover' type lists using USPS data. And, most important to you, perhaps, the NCOA service is only offered for mass mailers-companies that are trying to update a large list of customers or prospects. You cannot go directly to the USPS and, as an individual, request and receive someone's new address. Sadly, the 'ditz' at the USPS was correct-mover data is not something that the USPS makes available to regular people...
http://hopetrainllc.com

Issue 19

In Search of an Excellent You











In this Issue:
Ask a Marketer
Latest Press
Greatness Inspires Greatness
Career Advice: 10 Boilerplate Phrases That Kill Resumes
Purpose

"True nobility isn't about being better than someone else. It's about being better than you used to be." Dr. Wayne W. Dyer
The life of Louis Pasteur, benefactor of humanity, is but a showing of excellent examples. He had to sacrifice thousands of animals for his valuable research. But he so loved living creatures, that he was never able to end their lives under his own hand. When the animal was in his hands, he would caress it and ask its forgiveness. He would tell the animal that this needed to be done for the good of all. Then he would leave the room, heartbroken, while his assistants did their duty. Pasteur was a great friend of work. When he got his first job he wrote his family these words: "Three things are required for human existence: willpower, work and success. Success is acquired with the first two". To willpower and work, the scientist always added faith. He was a fervent believer in spite of the criticisms he received from his colleagues.

Yours in Success and Achievement,

Dr. Manuel Escalante (Dr. E)


Greatness Inspires Greatness



If you live in Philadelphia you probably know this story. An 11 year old boy named Joey Jones is "skating" in his socks across the floor of church shelter he and his mom were staying at in North Philly; homeless because Joey's mom Karen had recently lost her job at a print shop and been evicted from her apartment. Joey seemed to love skating in his socks so one day Karen took him to a real ice skating rink. Joey laced on old skates and loved it. Karen quickly re-employed herself at an auto parts plant at $9.9 an hour. Then, by working overtime five days a week for months and months, she got her and her son out of the shelter and into affordable housing. Joey loves skating so much that Karen keeps taking him. Then 11 months after his mom had first introduced him to a sport he'd only seen on television, a man named Jimi spotted Joey skating at a public rink. The young boy's hunger for the sport shined brightly and it ignited the spirit of generosity in Jimi, a local coach of the sport. Jimi began coaching Joey for free. Young Joey's passion for the sport was pure greatness. He skated with enthusiasm, diligence, fearlessness, and even a sense of play. Most athletes curse when they fail to do what they were attempting. Joey tries, falls and giggles. Soon, through Jimi's introductions, other people were ignited in generosity. A city center designer gave Joey blades and a costume. A choreographer helped him with his routine. Over the next year Joey won 6 gold medals at area competitions, and captured the state championship for pre- juveniles. By becoming a state champion he qualified himself for the inaugural American State Games in St. Louis. Joey's dream, in his own words, is to win two Olympics and a couple of world championships. His mother finds herself wondering how she'll ever pay for such an expensive sport, usually reserved for children of rich parents. Just for Joey to go to the national competition in St. Louis was a $3000 expense. Karen raffled off her TV, cd player, and a camera to neighbors and raised $300. She raised a little bit more with a bake sale. She was still a long way away from the $3000, and not even making a dent in the $25,000 amount that it would take for her son to compete at a national level for a year. Then a reporter for the Philly Daily News, named Mark Kramm, got wind of Joey's story and wrote a moving article about it. Two friends, Anthony Casey and Clement Butterfield, read the story and were touched by it. Casey, only 31 years old, remembered how he wanted to swim when he was Joey's age but was discouraged. He could identify with having a dream once. Butterfield, a man of 40 years old, was sensitive to the difference some help would make during challenging times. He, and many of his friends, had been there and not gotten any. Anthony and Clement decided they should do something, and began taking up donations from their friends and neighbors -- ultimately 700 of the 880 people they asked donated a total of $1,000. Anthony and Clement weren't the only people to donate money to Joey's dream. Within two months of the news paper article, a total of $10,000 had been donated. Karen and Joey were overwhelmed by the generous response. But they were especially amazed by the donation from Anthony and Clement and their 700 friends and neighbors. $1000 from 700 people means on average each person gave only $1.42. That might not seem like a lot until you know that Anthony, Clement and their neighbors all make only .19 cents an hour, because they're in prison. We were all born great, which means we can always remember our greatness. No matter where we are, where we've been or what we do for a living, an opportunity to be great is always present. A chance to be daring. A chance to be selfless. A perfect time to be heroic. Greatness is displayed through the passionate and daring efforts of an athlete. But greatness is also the strength and courage displayed by a loving parent, and the generosity offered up by a community of people.

Until next time, be great.

Career Advice
10 Boilerplate Phrases That Kill Resumes

The 2009 job market is very different from job markets of the past. If you haven't job-hunted in a while, the changes in the landscape can throw you for a loop The 2009 job market is very different from job markets of the past. If you haven't job-hunted in a while, the changes in the landscape can throw you for a loop. One of the biggest changes is the shift in what constitutes a strong resume. Years ago, we could dig into the Resume Boilerplate grab-bag and pull out a phrase to fill out a sentence or bullet point on our resume. Everybody used the same boilerplate phrases, so we knew we couldn't go wrong choosing one of them -- or many -- to throw into your resume. Things have changed. Stodgy boilerplate phrases in your resume today mark you as uncreative and "vocabulary challenged." You can make your resume more compelling and human-sounding by rooting out and replacing the boring corporate-speak phrases that litter it, and replacing them with human language -- things that people like you or I would actually say. Here are the worst 10 boilerplate phrases -- the ones to seek out and destroy in your resume as soon as possible: Results-oriented professional Cross-functional teams More than [x] years of progressively responsible experience Superior (or excellent) communication skills Strong work ethic Met or exceeded expectations Proven track record of success Works well with all levels of staff Team player Bottom-line orientation You can do better. What about adding a human voice to your resume? Here's an example: "I'm a Marketing Researcher who's driven by curiosity about why people buy what they do. At XYZ Industries, I used consumer surveys and online-forum analysis to uncover the reasons why consumers chose our competitors over us; our sales grew twenty percent over the next six months as a result. I'm equally at home on sales calls or analyzing data in seclusion, and up to speed on traditional and new-millennium research tools and approaches. I'm fanatical about understanding our marketplace better every day, week and month -- and have helped my employers' brands grow dramatically as a result." You don't have to write resumes that sound like robots wrote them. A human-voiced resume is the new black -- try it! -Liz Ryan



Purpose
Do you have a definite purpose that guides your ambitions, vision, and goals? "What a different story people would have to tell if they would adopt a definite purpose and stand by that purpose until it had time to become an all-consuming purpose." -- Napoleon Hill, Laws of Success It doesn't matter how you think you arrived here on this planet or under whose direction - the fact remains that each of us has specific talents and gifts that are uniquely coded within our own DNA. As you go through life, you don't just pick up things you like doing by chance. You discover what you're good at because you were meant to discover it, just as you were meant to figure out what your fingers do, and how your elbows work. Your unique gifts are hardwired into your system just as surely as your lungs are given their blueprint to breathe. And it's from these specific talents and gifts that you're able to define and determine your definite purpose, the reason why you're here. What's in you cannot be found in another living human being. In fact, it's quite possible that what you bring to the table hasn't been duplicated - ever - since time began. That's right! This "purpose" is serious business. If you fail to determine your definite purpose, everything else is wrong. It's like working with a broken compass - you may think you're going North, but you're not. You're not sure which direction you're heading, so, you're just wandering aimlessly. Without your purpose identified firmly in your mind, you will wander through life, never quite feeling that you're "in the flow." I say, then, that it's imperative you recognize what it is you're good at - what it is you really love to do. Your purpose in this lifetime is to do the thing that you love. People will tell you they already know what they're good at, and what they love to do most, but they'll never earn money doing it. Whoever gave you THAT idea? When you're sorting out your purpose, I don't want you thinking about THAT non-issue at all. You can earn money at ANYTHING. Once you determine your purpose, you won't even have to think hard on HOW to earn money - it's as if you're being guided by an unseen hand, heading in the right direction, and everything falls into place. The key to your life is not that you settle for the "safe" thing that will bring in the money. The key is to turn and do what you really love. Fall in love with an idea. That's your life! That's your purpose. Fall In Love With An Idea More often than not, when we think of "love," we tend to think of two human beings in love. When they're in love, they enjoy the same ideas; their feelings are in harmony. Love is resonance. Love occurs when two entities are on the same frequency. So, when a person falls in love with an idea, his conscious and subconscious are resonating -- they're in sync. And, it's what's going on in the mind that dictates the vibration of the body and moves the body into action. So, you must first allow yourself to fall in love with an idea. What is it you really love to do? The psychologist Alfred Adler once said, "I am grateful for the idea that has used me." When you fall in love with an idea, it guides you. You don't guide it anymore. Nor are you going to find yourself digging around for ambition or seeking to achieve your purpose. It'll push you out of bed in the morning long before your alarm clock considers doing the same. When you land on your purpose and truly start doing what you love, it's like being 12-years-old again, waking up to your first glorious day of summer vacation. What might have been drudgery for you just a day before is now grand opportunity and discovery. You're loaded with ambition. Did the weather change? Did the sun rise several hours sooner? Of course not. The only entity that changed between the last day of school and the first day of summer vacation was YOU. In similar fashion, acting on your purpose pushes your ambition through the ROOF. The gifts within you were programmed to SING in a spotlight on center stage! Ambition is the talent agent that promotes these gifts and believes in your gifts to get them to that stage. The performance you do from that stage, that's your life's purpose.


Ask a Marketer
To keep costs low in our business (that targets the casual dining industry) without stopping the flow of advertisement, I decided to get more involved with social media. I read that some businesses create more publicity and boost their online rankings by blogging and twittering. Your recent post mentions how important it is to have a solid web site no matter what you use to draw more traffic to it, but I am still interested in getting more information on blogging for business purposes. The challenge is to make it interesting enough so people would follow it, yet promote our business at the same time. Do you have any suggestions? Essentially, putting time and energy into creating a blog will work only if you adhere to a consistent schedule of blog activity and, most importantly, the audience views the writer as an authority in a particular field. Obviously, in your case, that is the casual dining restaurant business. You would have to be viewed as a valuable resource for insights and information for restaurant owners and managers in a specific area. I would think that would be customer service given the product you are promoting to them. So, if I were you, I would dedicate myself to researching/reading/understanding everything I could regarding the topic of restaurant customer service so that you can - when you feel comfortable - start blogging about various topics of interest in this area for restaurant managers/owners. If you, over time, are then viewed as an "expert' in this area and start building an audience of subscribers, then I think that validates your product since you would then have 'legitimacy' based on your deepening roots within the casual dining world establishment. I'm not saying this will be easy, but, in order for blogs to assist you in the selling of your product, you first have to be viewed as someone with something relevant to say on a big picture topic (i.e. customer service) beyond just using social media to directly sell your product.



For more information on In Search of An Excellent You, please visit our website at: http://hopetrainllc.com/

Issue 18

In Search of an Excellent You

In This Issue

Tenacity
Do People Still Read Direct Mail?
The Best Gift to Give Yourself
Career Advice
Video: Collaboration

In this week's newsletter we are introducing two new features that will enhance the reading experience. A new section titled, Ask a Marketing Expert has been included. If you have marketing questions, please reply back to this newsletter with your marketing question. Another section involves career advice which will focus on strategies and tips for your career needs. We hope these additional features will enhance the newsletter. If you have suggestions on improving the newsletter, please send an email to ceo1035@yahoo.com.

Sincerly,

Edward Rodarte


Tenacity

To know how to fail and to know how to win is to persevere until the seed becomes a plant and the plant brings forth its fruit. It is remembering to apply the old rule of persistence according to which the drop of water wears down the rock. You only need go to the beach and walk on the soft sand to experience this rule-at one point this sand was dense rock. Tenacity is giving your all with perseverance; tenacity is remaining constant in the battle. With tenacity, Alexander Fleming discovered Penicillin in 1928. But his discovery remained in the books, as there was no way to manufacture it in sufficient quantities while sustaining its effectiveness. He perfected his discovery in 1941, working with a team led by Howard Walter Florey and Ernst Boris Chain. Without perseverance, the desire to overcome any obstacle, we would today not have penicillin to control infections. For obvious reasons, these doctors, together with Fleming, were awarded the Nobel Prize in Physiology or Medicine in 1945. Marconi debated many years between failures and barely partial achievements, until he crystallized his dream of wireless communication, thus surprising the scientists of his time. Marconi had not even been able to enroll in the university, as he had failed his entrance exams. -Dr.E.


Do people still read direct mail?
Submitted by Brandon, Diamond Bar

A recent survey by International Communications Research concluded that most people actually prefer receiving things by direct mail. Seventy-three percent of respondents said they prefer receiving new product announcements by mail, versus 18 percent for e-mail. And, 86 percent said they prefer direct mail for official correspondence, such as bills, bank statements and financial reports, compared to 10 percent for e-mail. The question of actual readership is more difficult to quantify. Direct mail professionals will tell you the two most important ingredients for effective direct mail are the quality of the list and the power of the offer. We agree, but we would add a third, equally important ingredient: the quality of the presentation. If you want someone to read your direct mail, you need to give them a reason. How do you do that? With a compelling headline. With relevant, but attention grabbing design. And with text that speaks to their needs and provides them with information about a topic in which they are interested.

The Best Gift To Give Yourself

I'm often asked the question, "How can I best help my children, spouse, family member, staff member, friend etc. improve/change?" In fact that might be the most frequently asked question I receive, "How can I help change someone else?" My answer often comes as a surprise and here it is. The key to helping others is to help yourself first. In other words, the best contribution I can make to someone else is my own personal development. If I become 10 times wiser, 10 times stronger, think of what that will do for my adventure as a father... as a grandfather... as a business colleague. The best gift I can give to you, really, is my ongoing personal development. Getting better, getting stronger, becoming wiser. I think parents should pick this valuable philosophy up. If the parents are okay, the kids have an excellent chance of being okay. Work on your personal development as parents; that's the best gift you can give to your children. If you have ever ridden in an airplane, then you might have noticed the oxygen compartment located above every seat. There are explicit instructions that say "In case of an emergency, first secure your own oxygen mask and then if you have children with you then secure their masks." Take care of yourself first... then assist your children. If we use that same philosophy throughout our whole parental life, it would be so valuable. If I learn to create happiness for myself, my children now have an excellent chance to be happy. If I create a unique lifestyle for myself and my spouse, that will be a great example to serve my children. Self-development enables you to serve, to be more valuable to those around you; for your child... your business... your colleague... your community... your church. That's why I teach development skills. If you keep refining all the parts of your character, yourself, your health, etc. so that you become an attractive person to the marketplace - you'll attract opportunity. Opportunity will then begin to seek you out. Your reputation will begin to precede you and people will want to do business with you. All of that possibility is created by working on the philosophy that success is something you attract by continually working on your own personal development.

Career Advice
What to Bring to a Job Interview

Don't come empty-handed, but don't waste interview time with your portfolio. Our resume worked: You've scored an interview. Your shoes are polished, and your business suit is back from the dry cleaner's. Now, what do you pack into your briefcase? Professional recruiters such as Jacqueline Hudson, a senior account executive for Renascent Group LLC, prep job candidates before an interview to make sure their briefcases -- and their heads -- contain all the documentation they need. "We send them articles as well as questions that may be asked and information on the company to make sure they really know what they're going into," Hudson said. To make sure that you, too, are prepared for what you're going into, here's a check list of what to take to an interview as well as what to leave behind, gleaned from recruiters, resume writers and job seekers. What to take: The interviewer likely has a hard copy, but it is good practice to have several copies printed and ready to provide the interviewer and others you might meet on interview day. Stephen Van Vreede, an MBA and certified professional resume writer who works with TheLadders, suggests clients provide a separate document with references only if an interviewer asks for it. "A lot of people will try to go in and dump this stuff on the interviewer," Van Vreede said. "You want to only provide it when asked." Van Vreede advises job seekers provide three professional references. These don't have to be letters; in the case of professional references, a simple list will do. Include references' names, company name, titles and contact information. For personal references, specify the nature of the personal relationship. While most job seekers now provide mostly professional references, don't skimp on personal references if the reference has a relationship with the company. An addendum is any documentation that supports a claim (usually a bullet point) in your resume. It is mostly used for IT candidates to provide details on projects they've managed or programs and systems they've developed. Van Vreede recommends candidates use an addendum as a way to prevent a resume from getting bogged down with details but still have details ready upon request. It should include details such as cost savings, vendors you've engaged and efficiency gains. But don't use an addendum to bog down the interview, either, Van Vreede said. He suggests describing a given project verbally in the interview, then offering to leave the addendum with interviewer. A professional portfolio is appropriate for showcasing materials created in the course of work, especially by creative professionals, including marketing pros, those in media or advertising, architects, or artists. If applicable, offer to show presentations in place of or in addition to addendums and portfolios. Be careful not to overtake the interview or waste the hiring manager's time. Insightful questions pertain to a specific organization's history, marketing tactics, standing amongst its competition, future and/or past product offerings, research and development, leadership, philosophy, and/or work environment. Renascent Group's Hudson advises job candidates to have at least four or five questions to ask an interviewer. The most insightful questions show that you've done your homework. You've read news articles about the company and won't be surprised if the interviewer mentions, for example, that it's recently undergone a data breach and is revamping its point-of-sales technologies. Or perhaps the organization has run afoul of regulatory compliance and plans to remap data backup procedures. The more knowledge you have about an organization's pain points and points of pride, the better you'll be able to suggest ways that you can help with your specific accomplishments, experience and core competencies. Demonstrating knowledge about the company also accomplishes a number of things:
• It relieves your interviewer of the task of educating you.
• it gives you a chance to delve into your own credentials.
• it demonstrates that you are competent regarding doing your due diligence when approaching an opportunity.
• it demonstrates that you are motivated about the position and the company.

IT professionals often come with a "boatload" of certifications, said Steve Burdan, a CPRW certified professional resume writer who works with TheLadders. He advises clients to put the "creme de la creme" of this list onto their resumes and to put the entire list onto a separate sheet to provide interviewers if appropriate. What to omit: Generic questions pertain to issues intelligent job seekers should have found out on their own. If a job seeker needs to ask an interviewer how large the company is, for example, or what countries the company does business in, he obviously didn't invest time in researching the organization.