My Biggest Challenge - Part 1 of 2

If you missed the August 20, 2007 issue of The Indie Experience, I was asked about my biggest business challenge.

As someone who approaches life with a unique perspective, I had to mentally reframe the question before I could respond.

This article (Part 1) addresses the value of reframing ideas (or questions, in this case) and the freedom of not labeling circumstance. Next week's article (Part 2) contains my answer to the question: "What Is Your Biggest Challenge?"

The Art of Reframing

My need to reframe the question posed in the interview has a foundation in acknowledging that I don't think the way most people do.

Without reframing the question, I would have to honestly answer, "I don't have challenges." However, this response places me in a position in which you cannot relate to me. I build as many bridges as possible for clear communication, and if you cannot relate to me -- for any reason -- I have not done my job. You stop listening.

So, instead of the answer, "I don't have challenges," I reframed the question based on how my mind works and my understanding of the impact of words (Part 1)... and then set out to answer the question (Part 2).

Reframing a question, notion, or situation is a preparation. It sets the foundation for maximum understanding or outcome. It allows us to take a few steps backward, look at the situation from another perspective, breathe deeply, relax and then proceed.

The reframed question allows me to illuminate yet another valuable life skill for your empowerment.

Dispelling the Need to Label Circumstance

I live the entire range of experiences of being on this physical plane... just like you. The difference is my mental approach, which is: "No circumstance is a challenge (or problem)."

I know how damaging it is to place labels on circumstance. How often have you heard someone else (or yourself) say, "That was so traumatic."

Engage me for just a moment. In recounting the story, what if, instead, you said, "Although I was scared at first, that experience taught me how much strength I really have when I need it! I was very proud of how I handled the situation."

Same scenario. Different mindset AND a diversely different impact on everyone involved... including you! One is based in fear and leaves the situation open-ended with IT in power. The second scenario is clearly concluded with YOU in power.

Sit with these examples for just a moment. How does each feel? Yeah, I thought so.

I understand the power of words.

I also understand the impact of thinking something like, "I'm having a terrible day. Nothing is going right," which can number in the thousands throughout the course of one day. (What can possibly be different if, with your thoughts, you've already committed to having a "terrible" day? You actually anchored that experience to you!)

Furthermore, I know the devastating impact of being in the habit of actually giving voice to these thoughts. (Don't do it! It serves no purpose other than feeding the monster and leaving you disempowered.)

Attaching your current experience to words like problem, catastrophe, bad, hardship, fiasco, mistake, emergency, disaster, tragedy, etc. is death to your well-being.

In my world there's no such thing... not because I am immune to the impact of everyday experience, but because I simply don't attach labels to circumstance.

It's a conscious choice at first and requires practice, but I promise, it soon becomes habit.

As you'll experience for yourself, eliminating the need to label experiences richly enhances your life because it frees you to consider other, more empowering, alternatives in the moment of now.

You, too, have a choice; you get to decide if the circumstances in front of you are "problems" or not.


Now that you know how I approach this question of my biggest "challenge," stay tuned to Part 2 in which I actually share with you my biggest business life circumstance. A hint: It will surprise and inspire you. It's a time-tested and proven technique to blow out all limitation. It's quick, it's easy and it's accessible to EVERYONE, but it requires a mental adjustment to the traditional approach to business!

Few Words In Small Spaces Must Still Communicate Effectively

There is no doubt small spaces require special attention. Space is a precious commodity; especially on instruction or ingredient labels. Based on experience, each word must pull its own weight.

A client recently contacted me about copy for a very small label. Directions for a similar product said, "Swirl, tap, buff."

As a consumer myself, with these directions, I wouldn't know how to use the product most effectively. Swirl what? Using what? Tap where? How hard? Buff where? To what extent?

Ugh. Another frustrating experience with the product thrown into the back of a drawer, never to see the light of day.

Keep in mind these 3 guidelines as you write any copy, but especially copy for tight spaces:

Guideline 1: Don't assume your customer will instinctively know how to use your product.

Guideline 2: Don't frustrate your customer by forcing her to try to figure out how to use your product.

Guideline 3: It's your job to instruct your consumer. Do it effectively.


My client required as few words as possible to fit the limited space, but as importantly, the words had to effectively communicate how to use the product. After all, what's the point if the words don't truly instruct and empower?

Below are some actual label instructions found on consumer products. They are not only attempts to write effectively in a small space, but to relieve the supplier of liability. Avoid this approach! It's lame and totally transparent to the consumer. Other examples exhibit simple carelessness, language/translation issues, and lack of attention to dual meanings.

These examples may cause you to laugh, but if it's your business name on the product, you have much to lose. If consumers perceive you as inept, will they purchase from you more than once? Probably not. This translates to a disastrous impact on your reputation and your business.

1. On a blanket from Taiwan -
   NOT TO BE USED AS PROTECTION FROM A TORNADO.


2. On a helmet-mounted mirror used by U.S. cyclists -
   REMEMBER, OBJECTS IN THE MIRROR ARE ACTUALLY BEHIND YOU.


3. On a Taiwanese shampoo -
   USE REPEATEDLY FOR SEVERE DAMAGE.


4. On the bottle-top of a (UK) flavoured milk drink -
   AFTER OPENING, KEEP UPRIGHT.


5. On a New Zealand insect spray -
   THIS PRODUCT NOT TESTED ON ANIMALS.


6. In a US guide to setting up a new computer -
   TO AVOID CONDENSATION FORMING, ALLOW THE BOXES TO WARM UP TO ROOM TEMPERATURE BEFORE OPENING.
   (Sensible, but the instruction was INSIDE the box.)


7. On a Japanese product used to relieve painful hemorrhoids -
   LIE DOWN ON BED AND INSERT POSCOOL SLOWLY UP TO THE PROJECTED PORTION LIKE A SWORD-GUARD INTO ANAL DUCT. WHILE INSERTING POSCOOL FOR APPROXIMATELY 5 MINUTES, KEEP QUIET.


8. In some countries, on the bottom of Coke bottles -
   OPEN OTHER END.


9. On a packet of Sunmaid raisins -
   WHY NOT TRY TOSSING OVER YOUR FAVOURITE BREAKFAST CEREAL?


10. On a Sears hairdryer -
    DO NOT USE WHILE SLEEPING.


11. On a bag of Fritos -
    YOU COULD BE A WINNER! NO PURCHASE NECESSARY. DETAILS INSIDE.
    (The shoplifter special!)


12. On a bar of Dial soap -
    DIRECTIONS - USE LIKE REGULAR SOAP.
    (And that would be how?)


13. On Tesco's Tiramisu dessert (printed on bottom of the box) -
    DO NOT TURN UPSIDE DOWN.
    (Too late! You lose!)


14. On Marks & Spencer Bread Pudding -
    PRODUCT WILL BE HOT AFTER HEATING.
    (Are you sure? Let's experiment.)


15. On a Korean kitchen knife -
    WARNING: KEEP OUT OF CHILDREN.
    (Dammit! Who are they to tell me what to do with my kids?)


16. On a string of Chinese-made Christmas lights -
    FOR INDOOR OR OUTDOOR USE ONLY.
    (As opposed to... ?)


17. On a Japanese food processor -
    NOT TO BE USED FOR THE OTHER USE.
    (Now I'm curious.)


18. On Sainsbury's peanuts -
    WARNING - CONTAINS NUTS.
    (Really? Peanuts contain nuts?)


19. On an American Airlines packet of nuts -
    INSTRUCTIONS - OPEN PACKET, EAT NUTS.
    (I'm glad they cleared that up.)


20. On a Swedish chainsaw -
    DO NOT ATTEMPT TO STOP CHAIN WITH YOUR HANDS OR GENITALS.
    (What kind of consumer phone-call led to this warning?)


21. On a child's superman costume -
    WEARING OF THIS GARMENT DOES NOT ENABLE YOU TO FLY.
    (Bummer, I want my $8.95 back!)


22. On some frozen dinners:
    SERVING SUGGESTION: DEFROST.


23. On a hotel-provided shower cap in a box -
    FITS ONE HEAD.


24. On packaging for a Rowenta iron -
    DO NOT IRON CLOTHES ON BODY.


25. On Boot's "Children's" cough medicine -
    DO NOT DRIVE CAR OR OPERATE MACHINERY.


26. On Nightly sleep aid -
    WARNING: MAY CAUSE DROWSINESS.
    (Duh! It well BETTER cause drowsiness at that price!)

Someone, somewhere, approved this copy! Don't let this happen to you!

What can you learn from these examples? Have several people review your small-space copy to ensure it conveys what you intend. Otherwise, you risk losing your precious reputation, as well as sales.

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