Telefini Small Business Blog

Sheely is my nickname, and I have been going by this since 3^rd grade. My full first name has been a challenge for people to pronounce. While growing up, I dreaded the first day of class as attendance records inevitably listed my full name, and I’d have to introduce myself after teachers inevitably butchered the pronunciation – it didn’t help that often the last few letters would be cut off from the list.  I write about this because names are important. They are a part of our identity and personality. For many, names have even greater significance, whether to honor relatives, symbolize values, or reflect the history of their family line.

I write about names today because since its inception, Telefini has suffered the same fate that I and anyone with a less than common name have had to endure – constant mispronunciation. I understand that if you haven’t heard Telefini said aloud, certain assumptions are made on how to state the name -  the most common of which goes like this: TEL-A-FEENY (“tel-a” as in the first part of ‘telephone’ and “feeny” as in rhymes with ‘Oscar Meyer “Weenie’”).  In fact, we intended Telefini to be pronounced more in line with the term “telephony” (TA-LAF-A-NEE), which in its most basic definition means “the working or use of telephones.” You can hear how telephony is pronounced by searching in Google or simply click here. More precisely, we employ the general technologies of IP Telephony to provide our telephone solutions.

Thus, we named Telefini in part as a play on words, though we tend to pronounce it a little differently than telephony. Specifically, we say TE-LIF-IN-NEE.  We’ve thought about adding an accent to the name, but we like the way it is spelled currently, and probably won’t change it. Soon, we’ll be launching some videos of our products and in the process we’ll be able to say our name out loud for the masses to hear. Until then, we’ll just have to politely teach others how we prefer to be called. Of course, we're open to any suggestions you have for explaining how to pronounce our name. After all, your name is a powerful representation of who you are and what you stand for.

I am a huge fan of deadlines. I’m an even bigger fan of using every second up to the deadline – after all, you’re not late if you complete a task before the deadline occurs, right? During school, I was definitely one of those students who stayed up all night finishing a paper and printing the final copy just minutes before class started. There were times when I didn’t even start writing a paper until the night before it was due. Regardless of how exhausted I was afterward, this pattern of behavior was actually reinforced, as for many years, I did better on the assignments I procrastinated on versus the ones I actually started days or weeks in advance. There is some evidence showing that procrastination can be good and even lead to innovation (see Whitney Johnson’s article on the Harvard Business Review Blog Network here).  In general though, I’ve come to realize the overall quality of work decreases the more you procrastinate. Plus, the mental and physical effects of waiting until the last minute invariably take their toll on your overall productivity. Since my days at school, I have developed a few strategies to curb my procrastination tendencies, which hopefully you will be useful for you as well.

Scaffolding

There are countless reasons to procrastinate, though I find a key driver of my procrastination stems from my inner perfectionist that wants everything to be just right (if you haven’t already done so, check out my article on the challenges of being a perfectionist entrepreneur). I start to procrastinate if I begin to question or fear whether I’ll be successful or 100% perfect. By putting something off, I am essentially building my rationale for less than perfect results. The self talk goes something like this: “Well, of course I didn’t do well - I only worked on it for a few hours just before the deadline.” To combat this, I’ve utilized a strategy from my days in youth development, called “scaffolding,” in which you break down a high level skill or task into easily manageable pieces.

For as long as I can remember, my dad has been a loyal Nordstrom customer. I always liked the smell of the perfumes as you first walked into the store, and hearing the pianist play beautifully near the escalators. As I grew up and to this day, I still appreciate the fantastic selection of children’s shoes - my close friends and family know that with my very small feet, it’s quite challenging to find “grown-up looking” shoes (i.e. shoes that aren’t neon colors or doused in sequins). Now as an entrepreneur, I have developed a true admiration of the Nordstrom way, particularly for their perseverance, commitment to customers, and overall reputation.

Perseverance & Steadiness

In 1901, Wallin & Nordstrom was founded by Carl Wallin and John W. Nordstrom, and in 1928 John’s sons, Elmer and Everett Nordstrom, bought out Wallin’s share of the company. With father and sons in full ownership, the company was ready to go – then came the Great Depression.  It’s astounding to think about this family, with a couple small shoe stores in Seattle, maintaining courage, commitment, and sheer will to continue growing the company. It’s even more incredible to think about where Nordstrom is today. 

For me, Nordstrom epitomizes the potential of a small business growing into a national company, yet retaining the values and personality of a local business. This was due, I’m sure in part to the ability of the company to pass smoothly from one generation to the next - from grandfather, to sons, to grandsons, and now great grandsons. Moreover, each generation was able to find a system that worked best for them with regard to sharing or transferring power and leadership responsibilities – a common pitfall of many family owned businesses. Another tradition contributing to Nordstrom’s resiliency was that for each family member, being a part of the business was always a choice, and regardless of who you were, you had to earn your way to the top. Bruce Nordstrom attributes the success of the company to their ability to maintain an entrepreneurial feel in a multi-billion dollar company, and of course, their understanding of the customer’s role in business (they’re everything)!

Customers & the Inverted Pyramid

...Don’t let your business repeat the mistakes of Shakespeare’s Julius Caesar

Every year in my high school English classes, we’d focus on one of Shakespeare’s plays. While Julius Caesar was actually my least favorite, I always liked the line, “Beware the Ides of March.”  In thinking about running a business, this quote, along with a simple analysis of the character, Julius Caesar and surrounding events, can provide some insights to ensuring your business strategy is successful.  Disclaimer: I did not major in English Literature, and I fully admit that I’m focusing on a very narrow aspect of the play.  Disclaimer aside, I see three key errors that every business should take heed to avoid.

Mistake 1: Ignoring or misreading warning signs

Very early in the play, Caesar and his entourage enter a public square. A soothsayer (fortune teller) approaches Caesar and exclaims “Beware the ides of March.” While Caesar asks the soothsayer to repeat his statement, he ultimately dismisses the soothsayer as a dreamer and goes about his way. The Ides of March (March 15^th in the Roman calendar) is the day Caesar is betrayed by his fellow men and faces his ultimate demise. Caesar continues to ignore potential threats when he dismisses Artemidorus who tries to give him a letter outlining the individuals involved in the plot against him. Beyond ignoring warnings that he’s in danger, Caesar and those around him grossly misread numerous omens and signs of foreboding until it’s too late.

Key Take Away: Understand your environment

I think we’ve all been there at some point – staring at a blank screen, tapping a pen repeatedly on a desk surface, or my personal favorite, typing a string of nonsense letters such as “lakjd flkj alsdkfj” just to see something written down and to give my fingers a small sense of usefulness. Momentary lapses of creativity are common, but when momentary lapses turn into seemingly permanent brick walls, we have a problem. The next time you find yourself in such a predicament, try one of the strategies below to get your creative stream of consciousness flowing again.

Focus on the mundane

From personal experience, I’ve found that I get some of my best ideas when doing mundane or monotonous tasks such as loading the dishwasher, blow drying my hair, or folding laundry. Focusing on a simple and unrelated task can allow your brain to relax and renew its creative energy. There’s even research showing that short distractions like staring out the window for a couple minutes or checking Facebook (briefly) can increase productivity and creativity. If you try this strategy, I highly recommend having a notepad or your cell phone nearby so you can jot ideas down as they come to you. I frequently use the memo pad on my phone to capture ideas that hit me when I’m away from my desk.

Exercise or Move Around

I can’t tell you how many times I’ve been able to plan outlines for future blog posts or identify new topics for upcoming trainings while swimming laps. Exercise is a great way to bolster your creativity. Tony Schwartz, author of “How to Think Creatively” recommends first immersing yourself in your work or the problem at hand – this will activate the left hemisphere (or logical) side of your brain. Then switch gears. By exercising, you trigger the right hemisphere, and voila – you’re using both sides of your brain. If you’re not big into exercising, try just going for a short walk around the block or even around the building. Dance, stretch, or just do anything to get yourself moving. The increased blood flow from movement can also help your brain tremendously.  

Bring in other Brains

The Mattress Queen? In case you’re wondering, I’m referring to none other than Sunny Kobe Cook, founder of Sleep Country USA. Sunny started her business in 1991. While she is currently an author, professional motivational speaker, and successful businesswoman, I can recall key lessons I learned from Sunny during college that have stayed with me throughout the years. Beyond Sunny, Sleep Country USA also provides some useful practices to consider when developing your business.

Take the leap

It was the end of my junior year of college, and I was attending the Boys & Girls Clubs Scholarship Banquet - as a scholarship recipient. I had heard that Sunny Kobe Cook was going to be the keynote speaker, but I admit, I wasn’t all too impressed before I went. Much to my surprise, however, I was completely drawn into her address. Of course, I had no idea at the time that her message would be so directly applicable to my professional life.  It’s been long enough that I can’t recall how the story started, but Sunny began talking about cliff diving and her realization of just how much she had in common with a cliff diver. When I first heard this, I remember thinking to myself “what in the world does selling mattresses have to do with cliff diving?!”

The answer:

Any success in life is like cliff diving in that you have to jump off the platform when all you see are rocks below you, and you have to have faith that the water will be there! I’m sure she said it much more elegantly than I just did here, but when I think about her message, I can clearly envision myself looking far down from the top of a cliff, and seeing just jagged, sharp rocks beneath me. Then I leap off. I see this image every time I make a big decision – most recently, when I chose to leave the comforts of a salary job to start a business. I wasn’t able to see the water beneath (and I’m still not), but I have faith that it is there.

Be proud of who you are and what you’ve done

It takes resiliency to live in the Northwest through the month of February. We’re known for the rain and never-ending gray days that even hide our beautiful mountain ranges - hence the phrase, “the mountain is out” when the sun happens to break its way through the thick blanket of dullness. February in Washington really pushes you to be strong. One of my favorite local authors, Tom Robbins has even lamented about the dreary, constricting, frustrating, disappointing month of February.  In his novel Jitterbug Perfume, Robbins writes that:

“However more abbreviated than its cousins it may look, February feels longer than any of them. It is the meanest moon of winter, all the more cruel because it will masquerade as spring, occasionally for hours at time, only to rip off its mask….and spit icicles into every gullible face, behavior that grows quickly old.”

I love this description of February, and I highly encourage you to read the full passage. I can send it to you if you like. I write about February right now because I don’t know about you, but I’m feeling increasingly claustrophobic and antsy. There’s this lingering feeling of anticipation…for what, I’m not sure, but for something that never seems to arrive. Perhaps, it’s waiting for that warm, sunny day. Speaking of which, do you remember that rare stretch of beautiful, warm sun a couple weeks ago? It seems like it was ages ago now!  As we wait for the shortest month to take forever to pass, I offer these three tips to survive the remainder of this lackluster month.

1. Bring the sunshine to you, even if it’s artificial

Let me be clear - I’m not referring to tanning booths. Rather, find ways to brighten your space, at home and work. Open the blinds, get light colored curtains, bring in new plants, or even consider getting those “daylight” light bulbs (I don’t know their official name).  This may sound silly, but I even find that just changing the background image on my computer monitor to a sunny, beach landscape has made me feel a little better. At least I can day dream about a sunnier, warmer place. 

2. Stay active

I know there are numerous reports and advice out there about the importance of exercise, but more than anything, I’d say it’s good to just keep moving. Go for a walk, go dancing, just do something that gets you out and about. I admit, as much as I have to drag myself to the pool, I always feel really good after a good swimming workout. Plus, you can reward yourself with a sauna afterwards. Whatever you choose, find something that gets your circulation going – walking, swimming, playing tennis, etc.  My physical therapist used to reiterate how exercising simultaneously does wonders for your brain and cognitive capacity because of all that increased blood flow (I know she purposely reiterated this point to me, since at the time I was wrapping up grad school).

3. Plan for better days

I find that making some concrete plans for a spring trip, or even taking a weekend trip 50 miles away can help overcome those feelings of being stuck in the February rut. Go to the ocean, go hiking, explore a new city or town, or find a great a restaurant. Even locally, if I spend a day in Columbia City or explore Ballard, I feel better (I’m sure that’s partly because it ties into that whole staying active piece). Even a trip to Owen Beach in Tacoma can significantly brighten my spirits – if you haven’t been there, you should check it out sometime. For those living outside of Tacoma, Pt. Defiance (including the 5 mile drive) and Owen Beach could just be that perfect weekend trip. Go have some fun over this long weekend – weather be darned!

These are a few steps I take to help February pass more quickly and less painfully. Tell me what you find to be helpful. Do you have suggestions of new places to check out ?

Over the past year or so, I started hearing the term “value added” used in conversations around strategy, time management, and training. To be honest, for a long time I wasn’t a fan of the phrase, and I’m still not a 100% sold on it, primarily because I just don’t like the way it’s typically used in a sentence (“is that value added?”)…but I digress. Once I picked up on the fact that “value added” really has to do with choosing to spend your time in the most productive and efficient way to accomplish your goals – be they personal, professional, or organizational, I began to start asking myself if I was engaging in value added activities.

Don't answer too quickly

What I’ve found is that answering the value added question is not always easy. Yes, for some activities it’s clear, and it just takes a quick analysis to realize that you could be spending you time on much more important things (e.g. sifting through countless emails when you can use various tools to automatically sort your emails for you). However, I’ve also come to realize that sometimes it takes time to realize the value in certain tasks, meetings, or projects.

From a business perspective, it’s easy to quantify “value added” activities as strictly those that directly lead to a sale. Professionally, it can be easy to say only those activities that allow you to add a new line on your resume or help you climb one step higher on the corporate ladder are worth your energy. If you’re an independent consultant – similarly – the tendency is to focus energy on acquiring and completing those projects for which you’re paid.  I admit I’ve succumbed to this line of thinking, especially when I felt like we weren’t making enough progress toward our goals. Don’t get me wrong. It is important to make sure you’re focused on the important tasks, and there’s a lot of research out there on how best to spend and manage time, including Stephen Covey’s “7 Habits of Highly Effective People.”  However, I urge you to consider that sometimes the true “value added” activities may appear in disguise or may just take a little longer to come to fruition.

A case in point

Sure, you’re wondering if you read the title correctly, or if I’m referring to another Richard Engel besides the NBC News Chief Foreign Correspondent. (Or maybe you’re asking, “who in the heck is Richard Engel?!”) Your initial thought was correct. I’m talking about the Richard Engel, whom you’ve probably seen at least once over the past few years covering events in the Middle East. How can he help my business, you ask? Okay, so Richard Engel probably can’t directly help your business per se, but there are a few key lessons to be garnered from his work as a reporter that can help your business move forward.

1)     Don’t be afraid to jump in head first and truly live your business

It’s clear that Richard Engel has no problem diving right into the thick of riots, protests, and wars. He’s in it, it’s personal, and it’s pretty much his whole life (at least from what I can gather). He’s lived in the Middle East for several years, can easily navigate his way around, and he experiences the same world as those he’s reporting on. With that in mind, do you live and breathe your business? Whether just starting out or celebrating your 50th year, do you feel 100% committed to your work? (Don’t get me wrong – a healthy life/work balance is important too.) However, the level of growth your business has this next year will correlate with your level of passion, commitment, and willingness to let yourself be completely dedicated to accomplishing your goals. Do you understand the environment your business is operating in? Are you willing to take some risks or venture down a different path to get where you need to be? Are you ready to give your business everything you have to offer – your best ideas, creativity, leadership, and sheer effort?

2)     Get to know the people, landscape, and culture

This is probably the most obvious and well known advice for running a business (i.e. “know thy customer”), but I believe it can’t be said enough, and we all need to remember to focus on what truly drives our business – our customers. Not only is Richard Engel fluent in Arabic, he can speak a multitude of local dialects. He can tell you about the customs and traditions of a specific region, what’s going on in local politics, and I’m sure even the best places to eat local fare.  Have you taken time recently or even this week to check in with your top customers? What are they hoping to accomplish this year? What challenges are they facing or anticipating in the months to come? Have they found a new restaurant they love? Perhaps it’s time to meet there for lunch.

For me, the little things truly make my day. I don’t mean this to be cheesy. I genuinely get excited when I learn a new trick for example in Excel or Word. Just recently (and I can’t believe I’m admitting it), I learned that if you have a couple tabs open in one Internet Explorer window, you can actually drag out each tab into its own window (which is also great if you have two monitors). It seems simple and a little silly, but I find these small discoveries can make a difference, and at a time when it can be so tough to run a business, why not find reasons to get excited?

First, a look back

For those of you who don’t know me, working for Telefini is still relatively new. For the vast majority of my professional life, I worked for Boys & Girls Clubs. I know, I know. You’re wondering how in the world I went from working with children everyday to working for a phone company, but that’s another story. For now, I bring this up simply to say that no matter what you do in life, it’s important to make it exciting and enjoyable. Believe me, after coming from a job where I worked with amazing youth and could pretty much guarantee I’d have time to play games every day (and have it considered part of my job), I wasn’t sure I could ever top that. To be honest, you really can’t beat working with, supporting, and inspiring youth, but that’s not a big surprise. However, there are some pretty awesome aspects about our phone systems, including Voicemail to Email, that make working with Telefini exciting in its own way.

Discovering Voicemail to Email