Author: Marni Burns

Marni is the founder and Creative Director of Seed Agency. She is driven by the idea that humans seek happiness that comes from a feeling of connection—to the people, places and systems that surround them— and her mission is to use this insight to create more meaningful relationships between people and brands.

Frenemies: Disruption & Opportunity

The ground is moving.

It’s easy to look at the state of the world today and feel like things are blowing up everywhere. Media practices and outlets, politics, social behaviors, language, medicine, education, transportation, the list is endless. So many of the things we know are being challenged, disrupted or are quickly becoming obsolete, replaced by new practices, thinking, beliefs, and beings – sentient or not.

Change, die, hide, medicate.

To many people, this is cause for outcry. Change, unless you are the catalyst, is unwelcome. Over time, whether you want to or not, you adjust, adapt and at times become an advocate for a new way of doing or thinking. And then just as you have adapted something changes again, and again.

So do we view this current state of seemingly ubiquitous disruption with terror and panic? Do we hide under our beds? Or invent a stronger cocktail?

Find your possible, your inner Elon Musk.

Or do we open up, invite it in, and get curious? Can we recognize and dismantle fixed mindsets and explore what new opportunities lie beyond our comfortable idea of how things work? Can we disrupt ourselves for a moment and look into the new open spaces that disruption creates to discover new solutions for ourselves, our workforce, customers, and clients?

What is being done now that can be done better? What can we invent and refine? What kind of positive change can we make out of the messes and mistakes that are bound to happen along the way?

At Seed Agency, we help clients navigate their brands through an ever-changing landscape of customers, behaviors, media platforms and data. If you need a partner in better navigating toward your own north star, we are here to help.

Happy International Women’s Day to all.

In thinking about which women have been part of my evolution and success, in  the many places I have lived, learned and worked, I have to share that in addition to the women who have been there, there are also many men. Men who alongside women, recognized my strengths, showed patience and respect and continued to believe in my efforts and champion me forward.

In working toward a future where more women are at the table, I think we have to invite everyone to take a seat.

To those who have pulled a chair out for me, thank you:

Bruce Adlhoch, Tarni Bell, John Bishop, Paul Burmeister, Jeremy Burns, Ace Burns, Debbie Cantu, Hilary Crahan, Clare DeBriere, John Dolab, Mia Ellis, Nord Eriksson, Barry Fiske, Shaun Fenn, Grant Herlitz, Mark Hoglund, Kim Holloway, Debbie Karnowsky, Chris Keller, Chip Kettering, Charlie Long, Liz Mason, Colum McCartan, Tracie Mills, Mrs. Palmblade, Jeff Pion, Vinny Picardi, Wayne Ratkovich, Arnold Schuchter, Catherine Suitor, Chuck Sullivan, Roger Torriero, David Weinreb, Josh Weltman, John Zanetos.

Small opportunities to make big connections with customers.

How do you ensure that your brand and all that it stands for radiates out memorably to all who come in contact with you, your space, your services and your people? There are infinite touch-points to consider but let’s start with one that is easily overlooked: Passwords.

When guests arrive, settle in and ask, “Do you have wireless?’ or “What is your password?” This is an opportunity to not only provide a helpful amenity but also to convey something positive about the personality of your brand. What does your password do to help your messaging?

In 2016 I visited Copenhagen, a city that amazed me by the kindness of its people, innovative and efficient systems of travel and transportation and an almost indescribable sense of impish whimsy and joy beneath the surface. At one hotel, when plugging in for an afternoon lobby work session, the password was simply “Welcome!”, which, despite its simplicity and perhaps obviousness, made me smile and feel just that, welcome.

Later in the week, starving and a little damp after getting lost on my trusty hotel bike, I ducked into a restaurant a few minutes before closing and was excited to get a seat. The server was quick to share the specials as he placed utensils and the many dining accessories one never knew one needed before me. Along with a few delicious oysters and a glass of crisp wine, he met my question about wireless with a simple, “Yes you can.” which was both the answer and the password. I loved the place instantly.

How do you want your customers to feel when they walk into your space? How are they greeted by you, by your staff? What small but simple things can you do to make them feel welcome and as at home and at ease as possible? What warm and clever way can you add to their experience and leave a lasting and positive impression?

A look at your wireless password is an easy place to start.