May the force be with you

"Strike me down, and I will become more powerful than you could possibly imagine." 
                                                      ~Star Wars Quote

I read a great definition and explanation of SEO on Linked In by Danny Todd, self-dubbed "The Cleveland SEO Guy".  He takes away a lot of the mystery by so many executives and non techno types that can avoid addressing the need for SEO or Social Media stemmed simply from lack of understanding. 

 It reminds me of a business owner whom is close to me (bro-in-law) who almost avoids tackling it from the inability to grasp it, or know who is the best source to manage it.  

There is the power struggle between IT and Marketing that armwrestles over it, whom they themselves don't walk the walk (i.e. by having their own force of reputation or brand).

The real sources are the ones who put themselves out their and risk their own personal necks to test whether they have what it takes -- would people heed them if not for the corporate entity that protects them or they hide behind.

"Who's the more foolish; the fool, or the fool who follows him?" 

~Star Wars Quote

So many very talented people expose themselves and surge forward, not because they want to but because circumstances forced them to.  i.e. layoff, unemployment.

I'll give my own example without naming names (to avoid creating a controversy).  I have broadcasted and shared that I was launching and doing the Social Media for my brother-in-law who owns and operates a fairly successful furnace cleaning business in Edmonton, Alberta CANADA.

I offered to help him with his social media, not for monetary gain, but to test the strength of my own knowledge from delving into the complex world of brand, marketing blended with technology:  which really is what defines social media.  It is the combination of all of those elements.

Once I had launched his social media platforms, Gerard removed himself from running the day-to-day of social media.  He completely trusted me and a sign of a true entrepreneur, recognized that there were some things he was good at, other things he wasn't, and many he had no interest in adding to his already very hefty plate.

Part of the launch was getting his SEO going.  He handed me the name and contact information of the gal who was doing it for him.  Like a cat who sees itself in the mirror, this gal arched on all fours with her hair standing up in either defense or attack mode.  
She would only do what Gerard actively asked her to do.  When we spoke and I made a request (i.e. follow me or share icons on the website) her response to me was always that that was outside of her accountabilities and commitment.

"You do have your moments.  Not many, but you have them."

~Star Wars Quote

It was perceived as too assertive when I asked for that information:  what exactly were the services she was providing and how much was Gerard paying for.

Like Harper discovered with Trudeau, you don't tend to go on the attack unless you have a concern.  Even more often so, when you have a weakness that you may consider could be exposed if others catch on.  So what do you do about that?  You fight it.  You go on the offensive.

What happened, I found out just a couple of months ago was she flat out told Gerard that she didn't want to work with me.

"Would somebody get this big walking carpet out of my way?!"

~Star Wars Quote

I can tell you why, here and now.  I asked her for the analytics from the website.  Why?  Because I wanted to see where the website traffic was coming from.  Anyone in my same position, would understand that data provides a roadmap to where you are getting traction from.  It answers:  where are your best sources of clicks coming from?  

Not only was this gal parading herself around as a marketing expert, she was also saying she was a SEO and social media professional.  I may sound catty when I say that someone with only a few hundred followers on Twitter and a Klout score barely registering is not.  THAT, is one of the true identifiers of expertise.  Hardly rocket science.

What happens is these persons baffle their audience with B.S.  They have so many buzz words and key indicators that they must sure the hell know what they're talking about ... right?

"I find your lack of faith disturbing."

~Star Wars Quote

Gerard didn't seem to relate to my convictions that the reason this gal was not providing that information was because she had a conflict of interest.  She was not providing website design services (hardly stellar if you look at the poor quality and lack of crisp, articulate design one should expect paying anyone other than doing it themselves).  

This provider was also hosting the website.  She was secretive as to who her source was.  Transparency conveys honesty.  I stand by that observation.  

Likely, she knew if I broke it down into bite size pieces, he was paying for more than he was getting.  People, if you pay for a website hosting service, part of the bundle is your analytics.

I was offended when she said that Gerard was not paying for that part of the service:  the analytics.  It sure sounded like blackmail to me.  A normal, trusting executive or business owner is trusting that the person they are paying are looking after their business' interests, and not their own.  This gal proved to me that she was not reputable based on her protectiveness and blanking me out.

Out of frustration, I walked away.  Anyone who knows me intimately or worked alongside me or I worked for as clients, knows that if I hitch my energy behind someone or something, I go full tilt.  It can blast the hat off anyone's head who doesn't get that.  Fortunately, I've had some colleagues and employers who've understood and unleashed that vibe, even encouraged it, knowing that it often paid dividends.

Perhaps my style doesn't always compliment others.  I can definitely say it more often rubs the people like this gal the wrong way.  If you have nothing to hide when my tenacity gets into overdrive.

I realized my lesson through all of this.  When you pay someone for anything, that signifies that there is perceived value.  When you do something for free, what you are doing has less perceptual value.  It's a kick in the behind when you realize it.  Your energy, your talent and your belief in doing the right thing gets the steam taken away when the trust and loyalty isn't there.  Zero is zero in that equation.  A losing proposition to anyone who is working for free for all the right reasons and for the right company or individual.  

"You'll find I'm full of surprises!"

~Star Wars Quote

Walking away is probably the best gift you can give yourself.  It is a waste of energy, hardly worth any frustration and importantly lacks the integrity that drives someone to want to help someone else succeed.  
Be willing to put yourself out there and let the force be with you.  The best use of your skills are rewarded by the right alignment of personal relationships with the foundation based on trust.  It doesn't matter what the people like this gal do, that bad business behaviour eventually catches up with them or they remain in hiatus, never really going beyond a small paycheque with no vision and less risk.

If you are willing to do what you do today without earning a paycheque signifies you have fallen into the real force to be reckoned with:  YOU!  You would do it 24x7 and love every minute of it.  You're probably really great at it.  You live it every day, risk a part of yourself, to prove only to yourself and nobody else what you are capable of.

"Power on people and let the force of yourself be with you."

~Jeannette Marshall

SOURCE for Star Wars quotes:  http://thoughtcatalog.com/oliver-miller/2013/03/100-quotes-from-star-wars-in-order-of-awesomeness/