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Stedman Graham: Building a More Dynamic Brand
(No Matter What's Happening in Your Career)

Nearly everyone calls him Stedman, even those who only know him as the significant other of one of the world's most powerful women (hint: It's not Martha Stewart). But this tall, gently articulate, elegant man carries a formidable message of his own, one that requires much work on the part of the listener, as well as considerable effort towards positive change. "There's always a struggle between what you want to do and what the world wants you to do," he observes from his high-rise office in downtown Chicago, with its pulsating panorama of the city below. "Someone's always trying to convince you that you need something," whether it's actually the case or not. And when you get caught in situations that fail to serve personal growth, real trouble begins. "People who spend their lives doing what they don't believe in or putting in time become slaves and are controlled by others."

No matter what the status of your career — whether it's rising, falling, or on a roller-coaster due to an unstable economy — there's much to mine from this motivational speaker, trainer, consultant and author, of among other things, two bestsellers, YOU CAN MAKE IT HAPPEN (Simon & Schuster, 1997, hardback; Fireside, 1998, paperback) and BUILD YOUR OWN LIFE BRAND! (Free Press, 2001, hardback; Fireside, 2002, paperback). The first title outlines a nine-step program for success (see sidebar), while the second focuses on excellence in performance and personal achievement through creating an effective name for yourself. Stedman has also followed up with TEENS CAN MAKE IT HAPPEN (Fireside, 2000, paperback ), which dovetails with his work with disadvantaged youth.

Breaking the Cycle

Stedman's life is a prime example of carving your own niche, regardless of circumstances. He grew up in a nearly all-black community in New Jersey, with dreams of becoming a professional basketball star. The first member of his family to graduate college — people in his home town of Whitesboro taunted his learning-disabled brothers and told Stedman he'd never attend a university because his family was too stupid — he served in the Army in Europe, getting his Master's degree in Germany and playing in leagues there. Still, he "never hit the big time in the United States," according to an article in the Washington Post. "He believes that because when he was younger he didn't think through the steps it would take to be good enough [for] the arenas he coveted."

After returning to the United States, Stedman did a seemingly about-face, working as a prison guard in Colorado, then moving to Chicago to become director of education for a penal system. It was there that he became interested in motivation: "Part of my problem was that I'd done fairly well in life without a plan," he recalls in YOU CAN MAKE IT HAPPEN. ""I was a long time without direction. I just took life as it came."

A few years ago though, personal and professional crises made him realize that although "I was moving, I didn't have any control over where I was going. I was a passenger, rather than a driver, in my own life." Another impetus was his exposure "to people who did seem to be in control of their own destinies." Regardless of their backgrounds, "they all seemed to have one thing in common: they understood there is a process for pursuing success." Rather than letting events or people rule them, "they have become the most active and influential force in their own lives."

Locating a Lucrative Middle Ground

Anyone can take steps towards mastery of their universe, but remaining on course is the real challenge. And it's even more difficult today, as the gap widens between the rich and the poor, while the middle ground — where most sales traditionally occur — continues to shift and in some cases, shrink.

To counteract negative trends, "you need to know what's real and what has turned into mind-numbing routine," points out Stedman. This requires a strong sense of relevance as well as an ability to objectively define circumstances. One effective technique would be to make a list of observations. Not only does this help clarify issues, but seeing something in black-and-white adds a dimension of reality. For example, writing ""My boss is a jerk," might cause one to wonder, "Why?" or "What can I do to get out of this situation?"

Another would be to take classes and attend conferences, sharpening already existing skills and keeping on top of what's latest in the field. "Markets are getting smaller, and the trend is towards specialization, customization, and diversity," continues Stedman. "So rather than being used for what people want you to do, place yourself in a situation where your added education and knowledge of trends and technology provide an invaluable contribution. By recognizing change before it comes, you're putting yourself in preventative mode." Were the company to downsize or another shakeup occur, there's the added insurance of being flexible enough to take on a new position or product, as well as the confidence that you've got a solid core of knowledge.

Making a Plan and Checking It Twice

"Being successful in sales is about alignment and balance," he adds. And the best way to achieve these would be to have a plan. In YOU CAN MAKE IT HAPPEN, Stedman suggests formulating a program of action for each of the nine steps. "But first, ask yourself two questions: Do I believe in what I'm selling? And can I convince others?"

Once a commitment to a product or service is made, it's a matter of setting priorities and creating a solid road map. The latter is a long-term process and "there really are no shortcuts. Deciding which steps to take can be difficult." Therefore all decisions need to be carefully weighed, rather than being made as a reaction to an immediate situation or for instant gratification. "Those who take the time to think and plan out their lives get the greatest benefits." John's decision to become a top sales manager at Buster's Widgets (see case study) is an example of a thought-out, in-depth strategy.

Perhaps most importantly, "you need an inner vision strong enough to withstand obstacles," Stedman goes on. Building a firm foundation or core competency, such as an ability to close deals or achieve camaraderie with clients, will aid in navigating tough times. Having a solid belief in your capabilities communicates itself both verbally and through body language and "helps you connect to the people you're selling to. It makes them feel unique, and therefore interested in developing a relationship," be it as an employer or a client.

Everyone fails, but if it's looked upon as an learning experience, it will only strengthen chances for future success, he asserts. For example, having a established customer abruptly switch to another company offers an opportunity for self-examination. No one wants this to happen of course, but talking with the defector as well as existing clients and getting the opinions of all involved parties may provide insight on how to maintain strong business relationships. Analyzing the reasons behind the defeat is necessary in preventing it from occurring again.

Proactivity: The Biggest Challenge

One of the first steps towards self-determination is to look at sales models of people who have been successful, advises Stedman. In BUILD YOUR OWN LIFE BRAND, he provides examples of what he calls "branding styles of the rich and famous" (including guess-who and Martha Stewart). Among other things, they are unafraid to stretch their abilities and take chances along with paying close attention to the markets, fine-tuning their tactics accordingly. Although these methods may appear to contradict each other, by monitoring "changes in tastes and culture" and reinventing themselves, they continue to pique interest and draw an audience and remain fluid in their approach, rather than static. So far, no one has ever accused Madonna of being stale.

Also self-image is vital to success. "Nobody gives much value to someone who's sloppy or disorganized," he states. "It shows if you don't take care of yourself, if you overeat or fail to exercise regularly." Salespeople who travel a lot "need to be particularly conscious of health issues" as airline and road trips can be exhausting, particularly the former in these perilous times. Having stamina to overcome these obstacles requires a balanced regimen of diet and exercise. "The amount of time that you invest in yourself helps determine the respect you get from people you sell to." Every detail, from deciding which type of clothing that best fits the situation to the values of a given client to requirements of a product line need to be attended to.

People are automatically drawn to doers. "Because of your level of commitment, customers have a sense they've made a wise investment by choosing to work with you. They know you'll follow up and see things through, no matter what happens."

Branding Yourself: Breaking Down the Barriers

But what if you're one in a sales force of hundreds, an anonymous face in the crowd? What can you do to distinguish yourself? It is possible to be Number One, no matter where you are, according to Stedman. "Your relationships determine the kind of impression you make. Branding is all about excellence, performance, integrity, and consistency." Everyone may be selling the same product "but it's how the individual represents him or herself that makes the difference."

Follows are some steps towards building a quality life brand:

Develop an understanding of the company's culture. How do things work? What is the management style and organization? What are the company's overall goals and how can you help fulfill them? In the case study, John not only took night courses in subjects related to his field but he cultivated a mentor within the organization. He also subscribed to and joined pertinent magazines and associations.

Generate a "buzz" that comes from others. "Networking experts say that personal referrals or word-of-mouth recommendations generate 80 percent more results than sales calls to potential clients or customers," states BUILD YOUR OWN LIFE BRAND. In this book, Stedman cites the example of two teenagers, Jake and Randy, who came to a new high school from similar backgrounds. Randy was a "strong, smart, goodlooking kid. He could have been a standout in the class and a leader." But he was also a braggart and neglected to follow through on various activities, losing credibility and the respect of his peers. Jake, on the other hand, kept to himself, a quiet observer. He went out for the same sports as Randy, worked hard, gradually becoming an integral part of the team and, later, an essential member of the community. By letting his actions speak for themselves and impressing people with his reliability, Jake created a foundation for success in the long haul.

Recognize your shortcomings. Rather than overselling yourself or trying to be all things to everyone, understand your limitations. Stedman is careful about the causes he lends his name to and groups he works with, staying within his areas of expertise and declining those he feels are outside his platform. "I would much rather spend that time becoming more knowledgeable and better skilled in the things I am passionate about so I can offer even more value in those arenas," he remarks in LIFE BRAND.

Become a team player. Closely related to this is the idea of building a "team;" that is, surrounding yourself with people who will help advance your goals. For instance, if presentations make you weak of knee and dim of voice, but customer service is your forte, see about combining forces with another salesperson whose talent lies in the former but who lacks your particular expertise. ""You don't have to be master of all things; you only have to look to others whose skills compliment yours."

Becoming a Free Agent, No Matter Who Signs the Paycheck

Finally, Stedman recommends staying focused on the larger picture, keeping a clear view of where you want to go in your career. "It's a constant process of self-assessment," he explains. "Ask yourself: Why am I doing this? Why am I taking these risks?" This eyes-wide-open mentality "will take you towards becoming the person you want to become. Rather than being relegated to the role of a 'salesperson,' you're someone who thinks outside that capacity and has an important contribution to make."

Equally vital, he believes, is finding a favorite project or passion within the community, be it coaching junior league sports or serving meals at the local food bank. Although his own efforts towards helping illiterate and impoverished teens have raised his profile even more, the gain is intangible rather than material. "There are a multitude of opportunities and options for wealth," he observes, referring to richness of life, rather than the green stuff.

By working on a cherished cause, "You can showcase your brand and demonstrate your talent. If you display leadership, people will respond," creating a ripple effect that could lead to a new or better career or, at the very least, an improvement in the quality of your life. As with a stone thrown into a smooth pond, the resulting wave could reach far beyond anyone's expectations.

All Souls Remembered

His name was Michael and he was found in the street, severely beaten with injuries to the head. Death did not arrive immediately, but rather loitered a few days while he lay comatose in the hospital. An occasional tenant of the Volunteers of America (VOA) Emergency Shelter in Columbus, Ohio, Michael was struggling to stay out of trouble and get his life back together. Like many people who turn 40, he wanted to start anew. He never got the chance.

In comparison, Richard had a relatively peaceful passing at age 65 at the Arbors Subacute Center, a local rehabilitation facility. An Army veteran who spent three years in the military from 1955-58, he worked as a housekeeper at the VOA in Mansfield and Columbus. A good-natured fellow, he took pride in his job. He died of cardiac arrest and cancer of the esophagus.

Robert, 35, and Lanny, 40, were claimed by the river. Robert, a "drifter" who spent time in the Columbus Sheltered Workshop Program, was found in the Great Miami River near Dayton, while two fisherman discovered Lanny, an occasional tenant of the Emergency Shelter, floating in the Scioto River in Columbus. Reasons for the death of both: unknown.

This is but a partial roll call of the nearly fifteen homeless men who have perished in the Central Ohio area over the past couple of years. Because they are out in the open, they're vulnerable to stabbings, gunshot wounds, illnesses, and fatality from natural causes. More and more seem to come to a violent end, particularly in growing cities like Columbus due to the upswing of drug-related and other crimes.

Like their lives, their deaths are often out in public: in buildings, in the water, on the street. Many times, "no one claims them," states Carmella Boilon, manager of the Men's Home for the VOA in Columbus. The coroner keeps them in cold storage for about a month and if no friends or relatives show up — which is often the case — the body is cremated, with the ashes boxed and buried in an unmarked grave. "These are society's forgotten, who by choice or chance, have no one. For whatever reason, they've burned all their bridges."

But not everyone has discarded their memory. For the past 20 years, on or around each November 2, a non-denominational Christian service is held at the West Broad Street building in Columbus in their honor. It is loosely modeled after All Soul's Day, a ritual originating in the Roman Catholic church on the same date, whose purpose was to assist souls in purgatory in gaining final admittance to heaven via prayers and almsgiving from the living. First instituted in the monasteries of Cluny, France, in 998, observance soon became widespread, with visitation to graves by relatives and friends and the saying of Mass for the dead three times a day.

The Columbus tradition began as the result of the 1977 death of Raymond, a 65-year-old "down-and-outer" with a drinking problem who fell from a ledge while sleeping off a binge, according to the now-defunct Columbus Citizen-Journal. His body lay unclaimed for several weeks and Graham LeStourgeon, then director of the VOA who retired this June, came up with the idea for a simple service to commemorate Raymond and other overlooked indigents who died anonymously. Approximately 40 folks, including the homeless and shelter workers, showed up that first time to hear a Lutheran seminarian quote Bible passages and John Donne. Reporter Douglas McCormick honored Raymond with a eulogy in the Citizen-Journal:

"A sparrow fell beneath the cracks and out of the bottom of society.

Today all that remains is a box of ashes about 8 by 8 inches...

Be it remembered...."

Although the faces differ, the service — which is short, only about 30 minutes — hasn't changed much over the years. Participants still sit on folding chairs in the high-ceilinged, elegantly restored former railroad depot. The Lord's Prayer is recited and hymns are sung. A list of the men who died over the past two decades, along with this year's new decedents, is read, a total of about 175 names. Stories about the deceased, most of whom wandered through the shelter's doors at one time or another, are shared. The congregation mostly listens in respectful silence, although reminiscences are always welcome.

"A lot of times, you'll hear the men say, 'I remember him. He slept two beds away from me. I worked with him on the truck,'" observes Boilon. "The point is, to keep it uplifting. These men have gone to a better place. The burdens they once carried are now made lighter."

Even finding out who has passed on can be a challenge. "We gets bits and pieces from the newspaper or from word of mouth," she continues. "We always try to contact the families, and sometimes they do claim the bodies." Mostly, however, VOA personnel never know whether loved ones are even aware of the indigent's death.

The hope is that the service might provide an illumination of insight, a resolve to begin again. Life is short and the prayers can serve as a bittersweet reminder. "At one point, most of the deceased tried to make a new start through the sheltered workshop program" or the thrice-weekly Alcoholics Anonymous meetings held at the VOA. Although "the men usually keep to themselves and don't say much, on occasion, someone expresses the fact that the service has opened his eyes and he realizes there are other ways to live besides drifting around." Then, in the truest sense, a release from purgatory has been made.

Quantum Drive Smart Choice for Educational Institution

With 12,000 undergraduate and graduate students and 1,000 faculty members, the University of New Hampshire (UNH)'s computer needs are many and diverse. Thanks to Quantum's DLT 4000, UNH's Computer Science Department can quickly retrieve information, some of which is completely original, with ease and simplicity. "Our goal is to be as unobtrusive as possible," comments Andy Evans, computer specialist and system manager. "We want to keep up-to-date so graduate students and professors can reach their goals and work unhampered on projects." At any given time, the Computer Science Department provides support for the research efforts of approximately 200 people.

Dozens of different systems and applications are used in research in artificial intelligence, graphics, networks, and parallel computing. Set up with 24 computers utilizing "a variety of mediums and languages, just about everything that's out there," the Sun/Sparc hardware and Sun/Solaris operating system handle raw data regarding abstract theories, systems implementation, and other word processing and software functions. Communications are accomplished via a Ethernet fiberoptics network . Along with "absolute dependability from the Quantum DLT product, there's a known workability between Sun and DLT," adds Evans. "Things happen and students and professors can lose information, some of which can be their life's work. We must be able to retrieve the data in its original form. You never know when you're going to be asked to restore something. Not only are DLT tapes reliable, but they have a much longer shelf-life than non-DLT products." In the past, the Computer Science Department had lost information due to deterioration of tapes.

Prior to purchasing the Quantum DLT system, the Computer Science Department did backup via dual drives using 8mm DAT (Digital Audio Tapes), a situation Evans describes as "painful. There was more user interaction and less reliability as well as more [information] write problems. It would say something was there when it really wasn't." Capacity was another issue: "Along with having to split the work between two systems, we had to run it all night."

The purchase of the Quantum DLT 4000 in 1997 was met with virtual and literal sighs of relief. "Basically, the device started working as soon as we took it out of the box," Evans continues. "The hardware was easy to use and compatible with just about every kind of software." With a minimum of direction, "anyone can switch the tapes and do restorations," freeing up technicians for more complex tasks, such as trouble-shooting the various networks. "One of the biggest problems with backup tapes is data recovery and DLT has made that simple." Amanda software, developed by the University of Maryland, provides network backup archiving and storage management.

Evans was also impressed by the design of the DLT drive. "There's no real friction between the head and the tape," making for consistent recording of information and reduced wear on the drive and tape. The wider size of Quantum DLT tape also allows for additional capacity, greatly speeding up operations, meeting the 24-7 demands on the Computer Science Department's system. The tapes are overwritten on a bi-weekly basis and are "reusable for long periods of time and can handle the heavy workload." Still another bonus was that, should an emergency arise, "other people at the University had DLT drives which we could borrow. There are a lot of tape drives out there," but many are newcomers, without the established track record of Quantum. And the DLT was up to the challenges of handling a spectrum of operational and hardware platforms. "Other tape drives are much more limited."

Although the 20 gigabyte DLT 4000 currently meets the needs of UNH's Computer Science Department, Evans has plans for a stacker which will automatically feed and rotate twelve tapes, as well as the possible addition of another DLT drive/stacker combination. "The less humans interact with the tape, the greater the dependability and lack of errors," he observes.

"I was looking for ease of use, speed, and reliability and the Quantum drive provided that, and more."

 
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