counselors are made, not born: how to grow counselors, not tacticians

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Counselors Are Made Not Born: How to Grow Counselors, Not Tacticians Presentation by Roger M. Friedensen, APR President | CEO © 2011 Forge Communications, LLC | All Rights Reserved. Designing Reputations | Building Value

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The most productive and profitable consulting firms are able to help their employees grow from tacticians into strategists. This presentation explores some of the fundamental principles involved in training individuals to think strategically and solve problems at a macro and micro level.

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Page 1: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

Counselors Are Made Not Born:

How to Grow Counselors, Not

TacticiansPresentation by

Roger M. Friedensen, APRPresident | CEO

© 2011 Forge Communications, LLC | All Rights Reserved.

Designing Reputations | Building Value

Page 2: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 2

How many times has this happened to you?

Day One

Page 3: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 3

Day Two

Page 4: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO COUNSELORS ACADEMY| 5.13.11 | CONFIDENTIAL | PAGE 4

You may ask yourself, ‘Well, how did I get here?’

Page 5: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 5

With any luck today, we’ll get…

• Common definition of a counselor

• List of desirable traits• Role model for all of us• Tips on how to find and

grow good ones• A 12-step program for

new hires

Page 6: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 6

What is a “counselor”?• Let’s first agree on what a

“counselor” – a public relations counselor – is and is not.

• A counselor is:– NOT an order taker.– NOT a project manager.– NOT a sales person.– NOT a librarian or

documentarian.– NOT someone who thinks s/he

has ALL the answers ALL the time.

Page 7: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 7

What is a “consultant”?

Page 8: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 8

A counselor• Is introspective, cooperative

and attentive. • Has strong desire to help

others. • Communicates in personalized

manner. • Is positive and kind.• Listens well.• Can often detect others’

emotions or intentions.

Page 9: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 9

A counselor

• Values harmony (home and work).

• Plays well with others.

• Helps things run smoothly.

• Serves as “barometer” of morale.

• Understands complex issues and individuals.

• Has intricate personality and rich inner life (*)

(*) Notice we didn’t say rich outer life…

Page 10: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 10

A counselor

• Prefers behind-the-scenes influence. • Develops personal rapport with clients and

coworkers.• Needs quiet time to reflect and re-energize.

Page 11: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 11

A counselor• Is abstract in speech, cooperative in pursuing

goals.• Integrates competing demands diplomatically.• Functions best in mentoring or advocacy roles.• Values meaningful communication and

relationships.• Searches for profound truths hidden beneath the

surface• Speaks often in metaphors . • Is enthusiastic about possibilities.• Strives for self-renewal.

Page 12: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 12

So what do we do?

• All in all, it’s pretty simple. We solve problems to help people and groups of people get better at what they want to do.

Page 13: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 13

How do we do it?• Combine fundamental principles of human

psychology and behavior with planned communications to inform, persuade and motivate (sounds pretty easy, doesn’t it?).

Page 14: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 14

The question at hand

How do we find others who can do it, too?

Strategic PR consultant who can make me money

Page 15: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 15

Our heroes

Page 16: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 16

What does a farmer need?• The right seeds

– Find good sources and buy highest quality.– Plant perennials, not annuals (though they may be pretty)– Buy heirlooms (but avoid “Charles Emerson Winchester” variety).– Trust, but verify.

Yes No

OR

Page 17: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 17

“The Epley test”

Page 18: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 18

Candidate interview (sample) You have just had a preliminary meeting with Redwing. He is having a meeting with some

of the company’s senior staff in about an hour and wants you to do the following:

1. Draft the three lead paragraphs of a news release for the area's news media on Redwing’s appointment as CEO.

2. Draft a brief introduction (no more than one page) for the president of the Rock Hill Chamber of Commerce to use in introducing Redwing at a presentation before the Chamber's board of directors.

3. Give thought to and (if time permits) draft a rough outline to how you want to approach the overall program for Catawba Pottery Works, and be prepared to brief the board of directors. Keep in mind this is a new business, i.e., one that needs all the attention and support it can muster.

Oh, and since you’re at the Pottery Works plant, Redwing would like you to sit in on his meeting with senior staff, so bring all of the above to the meeting. This will give you a chance to meet some of the other company officials with whom you’ll be working.

Page 19: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 19

Candidate interview (sample) Member A: Can we realistically meet our objectives with Catawba Pottery Works? How long

will it take? Can we do it in the first year? Why? How are you going to make us a household word? When can we see your plan? What will be the basic elements of your plan? How much is it going to cost?

Member B: A Rock Hill Herald reporter has been calling all day and approached some of our employees to talk about the business. How should we handle the reporter? Should we do anything at all? Who talks to the reporter? What do we tell the employees about talking to the media? How can we make sure we get a good story?

Member C: Tonight at 7:30 p.m., the York County Board of Commissioners is meeting to decide whether or not to issue a business permit to the Pottery Works. No one other than president Redwing understands the legal issues involved or can commit the company. Heavy media coverage is expected. In the meantime, Tim Belk of Belk Stores just called. He is so impressed with our pottery, he thinks it might make a terrific fine arts addition to his stores' offerings. He wants the company to come up to make a presentation to his 315 store managers in Charlotte about our pottery and convince them they should include the Catawba line. But they will only talk to the top guy, no salespeople. The group doesn't meet again for six months. The Belk meeting is at the same time as the county commissioners’ meeting. What do we do? Why?

Page 20: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 20

Candidate interview (sample)  Member A: What do you consider to be your three greatest strengths? Why? How

have you developed those strengths?Member B: What do you consider your three greatest weaknesses? Why? What

have you done to try to improve?Member C: How do you define public relations? What do you think the role of a

public relations consultant should be? What is it that we do in this business? What can you offer this firm that no other competent professional offers? How has the business changed in the last several years? What do you see as the three greatest threats to the profession today? What are the three top opportunities?

Member A: What is your philosophy on continuing education for yourself and fellow employees? What is the first professional development area on which you would like to focus? How will that help you contribute to our firm and advance professionally?

Member B: What will be your personal achievement goals with our firm? What makes you want to work for our firm? Where do you see yourself in five years? Where do you see Epley Associates in five years?

Member C: Are there any specific clients or types of clients for which you could not work? If so, which ones? Why?

Page 21: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 21

What does a farmer need?

• The right conditions

– Break up the clods

– Give ‘em enough light and water

– Give ‘em room to grow

Page 22: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 22

What does a farmer need?

• The right care– Put a stake in the ground

– Model and expect growth

– Fertilize liberally

Page 23: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 23

What does a farmer need?

• The right care

– Cross-pollinate and rotate crops

– Talk to them and celebrate good growth

– Prune when needed

Page 24: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 24

What does a farmer need?• The right attributes

– Ability to connect the dots– Ability to identify and attract flies

Page 25: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 25

What does a farmer need?• The right attributes

– Ability to see alternate futures and choose

Page 26: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 26

What does a farmer need?• The right attributes

– Understanding of persuasion, motivation and communication

Aristotle (aka “The Aristotle (aka “The Dude”)Dude”)

Aristotle (aka “The Aristotle (aka “The Dude”)Dude”)

”. . .the ability, in each particular case, to see the available means of

persuasion."

Page 27: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 27

Some things have changed . . .

Page 28: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 28

Communication then• Way long ago . . .

» Word of mouth» Parchment» Walls and rocks

• Pretty long ago . . .» Speeches» Town criers» Handbills, posters» Newspapers

• Not too long ago . . .» Newspapers, TV and radio» Billboards

Page 29: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 29

Communication today• Newspapers, magazines• Radio + satellite• TV• Websites/microsites/streams• Phone, fax• Wall, rocks• Movies• Brochures• Planes, trains and automobiles• Skywriting• Bathroom urinals• Point-of-purchase displays• Leaflets• Cereal boxes• iPads

• Guerilla marketing• Billboards• Blogs• Posters and signs• YouTube, U-Stream• Direct mail• E-mail• Online chats• Annual reports• Newsgroups• Posters• Staged events• SMS/MMS• MP Games• Sponsorships

• Facebook• Twitter• LinkedIn• Tumblr/Posterous• FriendFeed• Ning• Meetings• Mobile marketing• Apps• Sports events• Taxi cabs• Flash mobs• Tweet-ups• Coffee mugs• Oh yeah, speeches, too

Page 30: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 30

But most things haven’t changed

Page 31: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 31

Business hasn’t changed

“Benefits should be conferred gradually; and in that way they will taste better.”

“It is better to be feared than loved, if you cannot be both.”

“A wise ruler ought never to keep faith when by doing so it would be against his interests.”

“Politics have no relation to morals.”

“The new ruler must determine all the injuries that he will need to inflict. He must inflict them once and for all.”

“In the end, you're measured not by how much you undertake but by what you finally accomplish.”

Page 32: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 32

And politics certainly haven’t changed

Page 33: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 33

Early textingEarly textingBoring guy blathering on

precursor to C-SpanBoring guy blathering on

precursor to C-SpanOpponent hamming it

up for cameraOpponent hamming it

up for camera

Empty seats of senators who took off early for vacation.

Empty seats of senators who took off early for vacation.

Horse-trading in the gallery

Horse-trading in the gallery

Page 34: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 34

Humans haven’t changed

Page 35: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 35

Tell me less about how it came to be and more what it means to

me.

Page 36: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 36

What persuades us?

Page 37: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 37

What persuades us?

LogosLogos EthosEthos PathosPathos

Page 38: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 38

Credibility

Trust

Expertise

Dynamism

+

+

Page 39: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 39

Okay, so that’s how we’re persuaded; what motivates us?

Page 40: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 40

Motivators

Pleasure

Pain

vs.

Page 41: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 41

Hope

Fear

vs.

Motivators

Page 42: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 42

Motivators

Acceptance

Rejection

vs.

Page 43: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 43

Motivators

Pride

Shame

vs.

Page 44: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 44

Feelings change attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame

And it happens one individual at a And it happens one individual at a time . . .time . . .

Page 45: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 45

Consulting success:A 12-step program

Page 46: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 46

Step 1: Be a student of humans• Study and be fascinated by people• Study how we think and act as

individuals/groups» Psychology» Philosophy» Political science» Literature» Sociology» History» Communication» Religion

Page 47: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 47

Step 2: Be a student of yourself

Page 48: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 48

Step 3: Be an expert

• In your business• In your client’s business

» Organization» Environment» Issue/product/service» Competition» Past/present/future

• Business, finance, politics• Local/U.S./global events

Page 49: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 49

Step 4: Try on someone else’s shoes

Page 50: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 50

Step 5: Appeal to basic human instincts

• What happened?• Are my family and I safe?• Is this good or bad for me

and my family? My friends?• Is this good or bad for the

environment?• Who is responsible?• Who should be rewarded or

punished?• How and when are things

going to be fixed?• What will this do for me?• Is this the right thing to

do?

Page 51: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 51

Step 6: KISS

• Brevity is the soul of wit (and effective messages)

• If it’s easier to:» Write

• Then it’s easier to:» Adapt

• Which makes it easier to:» Remember

Page 52: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 52

Step 7: Show you care

Awwww . . .

Page 53: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 53

Step 8: Show a creative spark

Page 54: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 54

Step 9: “Be the ball, Danny”

Page 55: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 55

Step 10: Learn to ask and listen

Page 56: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 56

Step 11: Choose wisely

Page 57: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 57

Step 12: Go forth and conquer

Page 58: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 58

The facts of life

Page 59: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 59

Excellence takes time

Page 60: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 60

It’s back-breaking work

Page 61: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 61

Sometimes there’s a bumper crop . . .

. . . and sometimes there’s not

Page 62: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 62

You can’t fix stupid – or lazy

Page 63: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 63

Some of it is hard-wired

Page 64: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 64

Sometimes the gods are with you, and sometimes they’re crazy (or just plain mean)

Page 65: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 65

No one bats .1000, but you’ll never reach the fences unless you keep

swinging

Page 66: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 66

You must remember this . . .• Successful consulting is based on

fundamental truths about who we are as humans.

• Successful consultants study those truths and learn how to apply them.

• Successful consultants learn how to have fun and be fun to be around while doing that.

Page 67: Counselors Are Made, Not Born: How to Grow Counselors, Not Tacticians

PRESENTATION TO CAPRSA | 5.13.11 | © 2011 FORGE COMMUNICATIONS, LLC | ALL RIGHTS RESERVED | PAGE 67

(and may the Forge be with you)

Roger M. Friedensen, APRPresident | [email protected] @RogerFriedensen@ForgeComm facebook.com/ForgeCommunications

Thank you!