Revista AICI Enero 2013 "AICI GLOBAL"

AICI GLOBAL G R O W I N G Y O U R B U S I N E S S

MASTERING
THE WORLD OF IMAGE
CONSULTING
TAKING CONTROL OF
BUSINESS TIME-WASTERS

NETWORKING:
FROM “UHH” TO “AHH

LAY A STRONG FOUNDATION
FOR YOUR BUSINESS
JANUARY
2013

Education. Experience. Excellence.

VIEWPOINT
2012 | 2013
AICI BOARD OF DIRECTORS
“AICI IS A PLACE TO MEET LIFELONG FRIENDS.”
THESE WORDS FROM THE 2005 AICI CONFERENCE
STILL RING IN MY EARS.
President –
Kimberly Law, AICI CIP
President Elect – Time flies. It is 2013. The year that our new baby, the AICI Global
Kathryn Lowell, AICI CIP Digital Magazine, is born!
Secretary – We are entering a new post-2012 era with this new born E-baby.
Cindy Ann Peterson, AICI FLC
Energy always generates when something is re-born, refreshed, and
Treasurer –
Joanne Rae, AICI CIP revitalized. Synergy emerges also when such a “new” thing is delivered
VP Certification – through a great teamwork.
Mihaela Ciocan, AICI CIP As one of the former AICI article writers, I have decided to take up the
VP Chapter Relations – new role of Editor in Chief to celebrate my 10 years of AICI membership.
Riet M. de Vlieger, AICI CIP This journey has been colorful, and like many of you, I walked through
VP Conference –
stages from being a hesitating enrollee; becoming an Associate; attending
Brian Lipstein, AICI FLC
VP Conference Elect – conference; FLC, CIP and so on. With such an organized platform of
Jennifer Howard, AICI FLC professional advancement, mentorship, events, and continuing education,
VP Education – we are assured that we are not alone. We know hundreds of peer angels are
Christina Ong, AICI CIM applying the knowledge and skill of image consulting to keep beautifying
VP Communications – individuals, and incorporate the society in other side of the rainbow.
Magoe Johnson, AICI CIP
Business success always relies on the strength of one’s network. With
VP Fund Development –
Imogen Lamport, AICI CIP our joint effort over the years, we have built up a global network of image
VP International Relations – consulting practitioners, which enables us to become more globalized
Valerie Antoinette Berset-Price, AICI FLC –
an advancement that will ultimately enrich our professionalism and
VP Marketing – business circle. Nothing is better than an official magazine (empowered by
Zayna Mosam, AICI CIP digitization) to serve and update members for achieving such global vision!
VP Membership –
We’ll have the articles from members in the fields, feature stories from
Jane Seaman, AICI CIP
Executive Director – around the world, CEU calendars, and a lot more. Most importantly, we
Molley Lopez, CAE have your support! A precious support by simply reading it (what you are
doing!) Through this, we are but one, big image earth charter!
AICI HEADQUARTERS Congratulations on our new digital magazine – AICI Global! She is
1255 SW Prairie Trail Parkway waiting for your hugs and kisses!
Ankeney, IA 50023
Phone: 515-282-5500
www.AICI.org
Dr. Desmond Chan
Comments about the magazine? Editor in Chief
editor@aici.org AICI Global Digital Magazine

2 | January 2013 magazine

INSIDE THIS ISSUE

PUBLICATION CREDITS

Issue 1
03
EDITOR IN CHIEF
PG Dr. Desmond Chan

MANAGING DIRECTOR
IMAGE MATTERS Magoe Johnson
Informative Articles of Interest
STYLE DIRECTOR
Thea Wood

PG
10
SPOTLIGHTS
BUSINESS DIRECTOR
Karen Brunger

ETIQUETTE + COMPORTMENT DIRECTOR
Sangeeta Bahl
All Eyes on You
COMMUNICATIONS DIRECTOR
Dr. Joyce Knudsen

PG
20
GLOBALIZING
PROOFREADERS
Beth Strange
Bernie Burson

AICI GLOBAL is produced quarterly by Association of Image
News and Notes from Around the World Consultants International, a non-profit organization dedicated to
advancing the level of professionalism and enhancing the recognition
of image consultants. AICI GLOBAL is published to promote the ideas,

30
activities, interests and goals of AICI to its members. Responsibility is
not assumed for the opinions of writers or other articles. AICI Global
PG
magazine does not endorse or guarantee the products it advertises.

2012 © The Association of Image Consultants International.
BETWEEN US All rights reserved.
Important AICI News and Information
No part of this online publication may be duplicated or reproduced
without permission from the publisher. While every effort has been
made to ensure accuracy of the information included in the publication
at the time of printing, the publisher shall not be liable from damages
arising from errors or omissions.

The Association of Image Consultants International | 3

MASTERING THE WORLD
OF IMAGE CONSULTING: CERTIFIED MASTERS SHARE SECRETS OF THEIR BUSINESS SUCCESS.

WHO BETTER TO ASK ADVICE FROM ON HOW TO RUN A SUCCESSFUL IMAGE BUSINESS
THAN OTHER IMAGE CONSULTANTS THAT ARE ON TOP OF THEIR GAME AND KNOW WHAT
THEY ARE TALKING ABOUT! AICI’S (ASSOCIATION OF IMAGE CONSULTANTS INTERNATIONAL)
OWN CERTIFIED IMAGE MASTERS, NO DOUBT! THERE ARE 10 MASTERS WORLDWIDE
CERTIFIED BY AICI, AND THEY CAN SHARE A THING OR TWO OR MORE ABOUT THE
BUSINESS. THESE 10 IMAGE MASTERS OVER THE YEARS HAVE BEEN PIONEERS IN THE
FIELD OF IMAGE CONSULTING, HAVE BEEN THROUGH TRIAL AND ERROR, AND ARE HIGHLY
QUALIFIED TO ADVISE EVERYONE ON THE SUBJECT.

AICI Global Magazine was able to catch up with AICI’s first two Certified Masters, Dr. Joyce Knudsen
and Judith Rasband, who are the first to have mastered the business of image consulting. Both ladies were
gracious to speak with me and share more than a thing or two about the real world of image consulting.
Dr. Joyce Knudsen, PhD, AICI CIM, is the first image consultant in the world to hold the coveted
“Certified Image Master” designation from The Association of Image Consultants International (AICI), as
well as being the first AICI CIM trainer to teach abroad. AICI has honored her with its Image Makers Merit
of Industry Excellence (IMMIE) award and its Award of Excellence for Education. She also played a leading
role in a ground-breaking study sponsored by AICI, which showed image consulting services give a big
boost to people’s self-esteem. Read more about Dr. Joyce Knudsen at www.ImageMaker1.com.
Judith Rasband, AICI CIM, is one of the first to hold the coveted Certified Image Master award from the
AICI. AICI has honored her with its Image Makers Merit of Industry Excellence (IMMIE) award. Judith has
served on AICI’s executive board, as Advanced Education Chair, and as Ethics chair. Read more about Judith
Rasband at www.Conselle.com.


Dr. Joyce Knudsen HERE IS WHAT THEY HAD TO SAY:
WHY IMAGE CONSULTING?
JOYCE: It was a great next-step for me, having been a model, teaching modeling, and
charm schools and doing voiceovers.
JUDITH: Image management consulting is a natural application of the physical, social,
psychological, and artistic aspects of dress, grooming, and body language studied in my
undergraduate and graduate years, then later taught at the university level.

WHO INSPIRED YOU OR WHAT WAS YOUR INSPIRATION?
JOYCE: It was in my blood. I am a helping person and love all the aspects of
image, especially behavior and communication. You can read my latest book on
communication on Amazon, Symbols: The Art of Communication.
JUDITH: Years of theater and dance experience taught me that image communicates!
Fascination with that communication inspired me to major in the subject in college.
Later, my own university students inspired me to develop a more relevant framework
for the practical application of foundation theory.

HOW DID YOU FIND OUT ABOUT AICI AND WHY DID YOU JOIN?
JOYCE: I was a member of AFIC before AICI became International, so I was a charter
member. I joined for credibility for the work I was already involved in.
JUDITH: I was there, at the very first National Image Industry Seminar (NIIS) in
1980, a conference sponsored by PIM, Inc., of Colwell Industries. Attending every
image industry conference since, I observed the growing pains of the fledgling industry,
joining AICI as a charter member when it formed in 1990, striving to advance
the industry.

Judith Rasband DO YOU HAVE ANY IDEA HOW MUCH YOU ARE ADMIRED BY MEMBERS
AND HOW MANY DESIRE TO BE SUCCESSFUL BUSINESS OWNERS LIKE
YOURSELF?
JOYCE: Not really. I never do anything to compete with anyone; I’m only in
competition with myself. I am a very hard worker and strive for excellence.
JUDITH: Not really, as I’m the quintessential “outlier” functioning much on my
own, apart from an established AICI chapter. But regardless, I feel a tremendous
responsibility to do right things right so that others may follow successfully.


WHAT IS THE MOST EXCITING ACCOMPLISHMENT YOU HAVE
MADE IN YOUR IMAGE BUSINESS?
JOYCE: Getting published by a literary agent/publisher. Now, I work
with them!
JUDITH: I’ve made my original Personal/Professional Style Scale, created
as a solution to business casual issues, concerns, and confusions. Called
“brilliant” by the gentleman who passed me off for my CIM, the Director
of the Men’s Apparel Alliance, and by editors at the menswear DNR and
Fairchild, I am thankful for inspiration in the face of desperation as I
continue to map out the entire language of clothes relative to the Style
Scale. Equally exciting, however, are my 12 Wardrobe Strategies, eight
Figure Types with 89 figure variations, six Personal Style Types, and three
Color sense applications. It’s a legacy I hope goes on.

IF YOU COULD GO BACK AND DO ONE THING DIFFERENT IN
YOUR BUSINESS WHAT WOULD IT BE?
JOYCE: I would have charged more to show my value in order for others to
see theirs.
JUDITH: I would have studied the business end of the image business
sooner. I am right to teach mastery before momentum in terms of technical
knowledge and professional development, but it applies to business
management as well.

HOW DO YOU KEEP YOUR BUSINESS FRESH AND UPDATED
WITH THE LATEST BUSINESS TRENDS?
JOYCE: I keep up with the times. As a senior, I know that it’s very
important to keep up with social sites, smart phones, and websites.
JUDITH: I “keep my business fresh and updated” by being alert to the
processes of social change. By being aware, I have always known what
was coming, have prepared my market strategy in advance, and have been
able to stay ahead of the pack. Hundreds of thousands of supposed image
consultants have come and gone since 1980. I’m still here and going strong!

WHAT IS ONE PIECE OF BUSINESS ADVICE YOU CAN GIVE
TO THOSE OF US WHO WANT TO ACHIEVE SUCH LEVEL OF
SUCCESS IN OUR IMAGE BUSINESS LIKE YOU HAVE DONE?
JOYCE: I would tell them not to shop money. There is a substantial amount
of investment that comes with every business, and image consulting is no
different. You have to have a passion and KNOW that you will make it and
be successful.
JUDITH: My advice still stands, “mastery first then momentum.” Master
accurate technical information and professional development skills before
getting into the momentum phase of marketing your business. As you grow
your business step-by-step, keep in mind, family first then business!


WHY REINVENT THE WHEEL?

A PIECE OF ADVICE ON ACHIEVING BUSINESS SUCCESS FROM OTHER CIMS
WHO HAVE MASTERED THE IMAGE BUSINESS...

ANNA WILDERMUTH: “My company’s success continues by being able to adapt to the
changes in the business and social environment. Second element that is most critical is
always adding new skills that continue to ensure client satisfaction. Third and not last is
having working capital to grow the business.”

OHMORI METHOD: “To discover, improve, and enhance your strong point, and keep
targeting a unique image consultant of your own. To make your best effort in order to solve
your client’s problems and bring confidence, gratification, and new possibilities to your
client.”

MARION GELLATLY: “Be clear about your target audience, and keep your marketing
messages focused specifically on them. The more focused you are, the clearer your message
can be. Don’t try to be all things to all people. It took me a long time to figure that out. My
best recommendation for creating business is to be strategic, be decisive, and be deliberate.”

CHRISTINA ONG: “(Re-)Position yourself as a consultant who delivers results. Never stop
learning. Seek to understand your clients’ needs. They are the reason we exist. If we listen,
their challenges are our opportunities to innovate and offer value-added solutions. Who else
has the unique combination of expertise that we as image consultants offer?”

LYNN MARKS: “For the first two to three years, say yes to every opportunity that comes
your way. Learn what you do well, then specialize later. You are the Golden Goose of your
business: keep learning, growing and developing yourself all your life. That way, you will
evolve with your business.”

HELENA CHENN: “Know your business inside and out, determine your clientele base and
network.”

CARLA MATHIS: “Building a successful Image Consulting business requires a passion to
make a difference in lives, perseverance in outreach, a refined and authentic personal image
that communicates effective style, and the discipline to create and follow a business plan.”

ELAINE STOLTZ: “The most important words of wisdom from me is that an image
consultant is a business person “first” and an image consultant “second.” You will only be
successful if you raise capital to start a business, watch your bottom line each month and
stick to your budget.”


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THE PRODUCTIVE PROCRASTINATOR
By John Perry

John Perry is Professor of Philosophy at Stanford University and Distinguished Professor of
Philosophy at the University of California, Riverside. He has made significant contributions to
areas of philosophy, including logic, philosophy of language, metaphysics, and philosophy of
mind. He was awarded the Jean Nicod Prize in 1999.

If you procrastinate, you don’t have to search far to find reasons The Art of Procrastination goes beyond this essay. It
for feeling bad about yourself. It’s easy to find articles and provides the procrastinator with some ideas for keeping the
books that paint procrastinators as miserable and unproductive bad effects of this trait to a minimum:
folk, inflicting stress on themselves and all around them, DON’T LISTEN to the advice offered to procrastinators by
helping those they work for go bankrupt, and driving our people who don’t have this particular flaw. For example: “Keep
economy into the ditch. your commitments to a minimum, so you won’t be distracted.”
But are procrastinators truly unproductive? Often, the This is a way to become a couch potato, not an effective human
exact opposite is true. They are people who get a lot done. They being. If a procrastinator doesn’t want to work on something, it
don’t have neat desks or even neat desktops on their laptops. won’t help to have nothing else to do. It’s better to have lots of
They spend a lot of time playing catch-up. But in the end, they things to do, so you can work on some of them as a way of not
accomplish a lot. doing the task that, for whatever reason, you seek to avoid.
Suppose you went through history, and removed all the DON’T SIT AROUND feeling bad because you lack
novels, poems, plays, inventions, and business innovations that willpower. That will make you a depressed procrastinator but
people came up with while they were supposed to be doing won’t help you get anything done. Most of us lack all kinds of
something else. I think you would gut civilization. The person powers. I can’t lift my car by the bumper in order to change
who came up with the wheel was probably putting off building a tire. That’s what jacks are for. I can’t add long columns of
a sled; Shakespeare probably wrote his first play while he was figures in my head. That’s what calculators are for. Tools give us
supposed to be copying scripts for the older actors in his troupe; the ability to make up for what we lack in native powers. The
and so on and so forth right up to the well-known college goof- procrastinator has tools that allow him to manipulate himself
offs who have been responsible for the computer revolution. to achieve results he can’t get with willpower alone, a number
The truth is that most procrastinators are structured of which I describe.
procrastinators. This means that although they may be putting AVOID PERFECTIONISM. I don’t mean avoid doing
off something deemed important, their way of not doing the things perfectly. If you are at all like me, that’s not a problem.
important thing is to do something else. Nevertheless, such I mean avoid fantasizing about doing things perfectly. Often
people feel bad about being procrastinators and often annoy procrastination is just a way of giving ourselves permission to
others. That what my book, The Art of Procrastination, is about. do a less-than-perfect job on something that doesn’t require
In 1995, for reasons buried in the fog of my memory, I a perfect job anyway. Or maybe it’s a way of getting those we
took time out from more important task to write a short essay work with to the point where they say, “For crying out loud,
called “Structured Procrastination.” Nothing I have written just give me something!” At this point you realize you need to
has been read by so many, been helpful to so many, at least by give your boss a memo that provides the basic facts; it doesn’t
their own testimony, and brightened as many days as my little need to read like Hemingway.
article on structured procrastination. My favorite email was Most importantly, avoid annoying the non-procrastinators
from a woman who said that she had been a procrastinator all around you. For starters, be honest. Admit that you are a
of her life. Being a procrastinator had made her miserable, she procrastinator, and admit that it is a flaw. Maybe someday you
said, in large part because her brother was constantly critical will pursue some self-help regimen that will eliminate this flaw
of her for having this character flaw. Reading my essay, she from your personality. But for now, don’t compound the flaw
said, allowed her to hold her head up, and realize that she is a with denial. If you admit to being a procrastinator, others will
valuable human being who accomplishes a great deal, in spite probably try hard to find something nice to say about you; if
of being a procrastinator. For the first time in her life, she said, you are a structured procrastinator, they may not have far to look.
after reading my essay she had the courage to tell her brother
to shut up get lost. “By the way,” she added, “I am 72 years old.”


APPEARANCE AND STYLE

INFLUENCERS SET THE STANDARDS

By Debra Linquist, MA, AICI CIP


“THERE IS AN EXPECTATION FROM MANAGEMENT (OR
THE HUMAN RESOURCES DEPARTMENT) THAT AN
IMAGE CONSULTANT WILL HAVE VALUABLE AND
PRACTICAL INFORMATION TO IMPART TO EMPLOYEES.”

At this time in history, specific people rather than industries QUESTIONS TO ASK YOURSELF:
may shape and define standards for appropriate business wear + What is the overall image of the organization?
in the office. There are some conservative businesses that still + hat feeling do you experience when you enter
W
require traditional clothing, but often it is an “anything goes” the office space?
environment. Old-school ideas of what is appropriate are often + What are employees wearing?
viewed by some company employees as being obsolete. The + What are people doing each day?
“Influencers” are calling the shots, wearing what they please, If it is impossible to visit the corporation before a
and impacting new employees as role models. presentation, ask for office photos that show groups for
Part of the United States culture is a focus on a youthful different departments.
look. Women’s hairstyles, clothing, and high heels reflect There is an expectation from management (or the human
this trend. At one time, sleeveless dresses for women were resources department) that an image consultant will have
considered inappropriate for work. Women were told that valuable and practical information to impart to employees. To
not wearing a jacket diminished their power. Today, proud of meet and indeed exceed those expectations, an image consultant
their firm upper arms, women embrace sleeveless styles. Who should probe in order to learn the company’s goals.
influences the Influencers? Fashion, stores, celebrities, news
media, movies, and the Internet. ASK MANAGEMENT ABOUT THEIR CONCERNS, SUCH AS:
In the United States, regional areas impact business wear. + s grooming an issue?
I
I live in Denver, Colorado, which less than 250 years ago was + s the perception that workers’ clothing styles reflect
I
called the Wild West. Colorado, with its high mountain peaks a mood that is not in line with corporate standards or
and emphasis on a casual lifestyle, has never been known branding?
for formality. There are pockets of sophistication in business + ho are the best-dressed employees? What are they doing
W
dress, but the majority of workers do not adhere to traditional right?
business attire. When men wear a shirt and tie, they feel that + s the concern regarding the staff as a whole or just a few
I
they are dressed up. people?
As the CEO of a national organization, one of my clients Often, image consultants are hired in order to deliver a
gave presentations all over the United States. My image message to an employee when management does not feel
consulting background knowledge of regional expectations comfortable doing so.
for business dress helped me assist her in choosing colors and In every office environment, there is often an “Influencer”
styles that would be received appropriately in different areas. who is dressing in a very appropriate manner. Image
She dressed with specific expectations for the audience to which consultants can identify and align themselves with these
she was presenting. individuals in order to reaffirm the best image practices that the
My advice to any image consultant working with a corporate image consultant is teaching.
client is to visit the corporation in order to get a feeling for the
employees in their environment.
Debra Lindquist, MA, AICI CIP, is a seasoned image
consultant, trainer on the many facets of image consulting,
and the innovator of Color Profiles, Ltd. Read more at
www.lindquistassociates.com.


APPEARANCE AND STYLE

IS IT TIME FOR A
NEW HEADSHOT?
By Thea Wood, AICI FLC

Does the headshot you post online and in your marketing

materials reflect what you look like so a prospective client could

find you in a crowd? If not, it may be time for a new photo.

We build trust with new clients by actually looking like the image we market. Consistency and accuracy in how
you represent yourself imply that you deliver what you promise.
If you answer “yes” to any of the following questions, perhaps it’s time to call a professional photographer and
update your marketing image. You’ll feel more confident and immediately attract more clients who connect with
your image and brand.
Many image consultants have multiple photos and videos showing them with various looks over a period of
time–especially on their websites. Keep them! The goal is to ensure that the first and most repeated image a viewer
sees is current and accurate.

Is currently your hair color more than two shades
lighter or darker than your photo?

Is your hair length more than 4 inches (10.2 cm)
shorter or longer than in your photo?

Is the photo a “temporary” that a friend or
colleague took?

Did the photographer remove or over-alter your
natural features?

Do you look noticeably younger in the photo?

Is the photo more than two years old?

Have you gained or lost 20 pounds (9 kg) or more
since the photo was taken?

Has a client said, “I didn’t recognize you from
your photo”?

Tip:
Find a photographer who charges a flat fee that
includes photo royalties and provides a disc with
web and print-friendly versions. The price should
also include photo-editing for a clean and
polished finish.

Thea Wood, AICI FLC, helps women find themselves (connect with who they are on the inside) before they make changes
to their appearance on the outside. Author of Are You Ready For Your Close-up? Read more at www.theawood.com.


Perhaps no business concept has
COMMUNICATIONS
dominated entrepreneurship as
much as networking; however, so
many professionals dislike this
key to business growth.

Although many of us network as

NETWORKING:
though it were a commandment,
we may wonder if it’s actually
leading to valuable business
growth that makes the hours
and sore feet worth the effort.
The answer should be “yes”; for
optimal growth, we do need to
use this powerful tool to make as
many face-to-face connections
with potential clients and
associates as we can.

Unfortunately, it’s a lot easier
to be a mediocre or even a bad

FROM “UHH” TO “AHH”
networker than it is to excel.
Here are the 10 best pearls of
By Beth Strange, AICI CIP
networking wisdom I’ve gleaned
over the years from a plethora of
networking experiences and
role models:

Beth Strange, AICI CIP, assists individual
men and women, groups, and corporations
in refining their image and becoming their
very best by applying proven principles
in dress, grooming, verbal and nonverbal
communication, and etiquette and protocol.
Read more at www.bethstrange.com.

01. Do Your Homework
Networking must begin with preparation. Not all
06. Alcohol Is a Garnish
If you must have a drink in your hand, then nurse just one. Oh,
networking events are created equal, so spend time finding the things we say and do when we’ve had one too many. Very few
out who is likely to attend the event you are contemplating people or firms want to do business with someone who cannot
attending. Make sure it is your target audience. Are people control his or her appetites. This advice may also apply to smoking
with whom you’d like to connect going to be there? If so, be and over eating.
prepared to talk to them intelligently about their business
or industry.

07. Jettison the Jitters
02. Do More Homework Many people do not like talking to strangers or feel inadequate in
social situations. Image professionals, however, have to be models of
Memorize your 15-second elevator speech so that it sounds confidence. If social confidence is not one of your strengths, read the
like a natural part of your conversation and not like a . . classic How to Win Friends and Influence People, and then practice
. well, like an elevator speech. Become an expert on your wherever you go. It’s a lot easier to rehearse being social in the
products and services–not just how to deliver them, but also grocery line than in the heat of a networking event.
how to talk about them in a way that’s interesting.

03. Listen and Learn 08. Smile
People are drawn to happy people. Smiling puts you more at ease
Don’t be that person who dominates the conversation. and makes you appear more warm and inviting to others. Numerous
The secret to being well liked and respected is to be a good studies have shown that we trust people who smile and that we want
listener. Ask questions and really listen to the answers. to do business with people we trust.
Even if you don’t get to talk about your business right then,
you will make a good impression that will pay off in your
follow-up communication.
09. Be the Initiator
Put on your smile and initiate contact. You may want to have

04. Dress for Success
As image professionals, we have to nail this one. The
practiced lines. I approach groups with this line, “Well, this looks like
an interesting conversation!” It either is interesting and they’ll want
to share it with you, or it was going nowhere and they’ll be relieved
attendees, the venue, and the time of day provide the that you showed up to save it. Look for people who appear to be shy
clues to appropriate dress. I attended a speed-networking or out of their element. Meeting you may change their lives.
event on a weekday morning at a country club for C-level
executives. The owner of an alarm company arrived in
faded jeans and a company pull-over shirt. He didn’t
understand that he wasn’t there to install or even sell alarm
systems. He was there to sell others on himself.
10. Follow-up
Sometimes it’s hard to remember which face went with which
business card. Pause before making the next contact to jot down a
relevant note on the back of their card. These notes will help you

05. No Hard Sales
Networking is more about making positive connections
know who you need to contact. Don’t delay your follow-up. Send an
email or make a call the next day.

Networking is not going away, so we might as well dive in and
than making sales. Start conversations with something like,
enjoy the water. But first, we have to know how to swim. Do your
“What brought you here today?” Then turn off the inner
research, hone your techniques, and practice your conversation
salesperson and really listen. When you get your turn,
skills. As image professionals, not only do we need to master the art
briefly tell them what image management is; follow that
of networking for ourselves, but we should be showing others how
with a success story. Don’t tell them how much they need
to become networking stars.
an image consultant!


COMMUNICATIONS

THE ART OF PROFESSIONAL
COMMUNICATION By Dr. Joyce Knudsen, Ph.D., AICI CIM

What communication
message are you sending?
What professional communications skills
do you want to develop? What actions are
you willing to take in order to commit to
this development? Are you willing to practice
these communication skills?
These are important questions. Why? It is crucial to know how to communicate in business. People
receive messages that involve feelings, thoughts, and emotions. Our messages may not being heard
in the way they were intended. The messages we send go through a process known as “noise.” This
SENDER RECEIVER

is how some view the communication cycle:
SENDER RECEIVER
CHANNEL

FEEDBACK

CHANNEL

FEEDBACK

However, here is a better model of what happens when we communicate:

INTENDED PERCEIVED
MEANING MEANING
INTENDED PERCEIVED
MEANING MEANING

HIS REALITY
SHARED SPACE
NOISE, EMOTIONS,
WHAT
HIS REALITY
HIS REALITY SHARED SPACE
THOUGHTS, AND INTERPRETATION RECEIVER
NOISE, EMOTIONS,
HEARS, THINKS
WHAT
HIS REALITY THOUGHTS, AND INTERPRETATION RECEIVER
AND FEELS
HEARS, THINKS
AND FEELS


After you send a message, it goes through a shared space that contains “noise,” such as emotions,
thoughts, feelings, and perceived communication. The Receiver has a perceived meaning as to what
they hear, think, and feel. It is their reality. So, how do we get our messages across?

In the book, SYMBOLS: The Art of Communication, it His message was:
is stated that we live in a world of signs and symbols. Street • 7% of a message is the spoken word.
signs, logos, labels, pictures and words in books, newspapers, • 8% of a message indicates feelings and attitudes, also known
3
magazines, and now our mobiles and computer screens as paralinguistic (the way words are said).
all contain graphic shapes that have been designed. They • 55% of a message has to do with facial expressions.
are so commonplace we seldom think of them as a single His model of communication relates to the feelings and
entity graphic design. Yet taken as a whole they are central attitudes shown in the graphics above. This involves facial
to our modern way of life. More often than not, people expressions. This model has become a widely used reference
miscommunicate. They hear what they choose to hear. They for communication.
hear selectively. In our social networking world of texting, If you want to become a professional communicator, read
tweets, and posts, there are many nuances to consider. The all that you can about verbal and nonverbal communication.
electronic forms of communication offer great value in the See yourself in a conversation as if you were just listening in,
communication process. and practice using Mehrabian’s findings. You’ll be glad you did.
What first comes to mind is the immediate gratification
of sending and receiving messages. When people used to write Some questions to consider:
letters, they had to wait for a response, and now you can reach 1. o you understand the “noise” you make? Davis Foulger,
D
worldwide access in seconds. Another point is that “real time” Research Consultant at Evolutionary Media in Brooklyn
electronic communication is what we are living in – the real says, Noise is described in the form of ‘secondary signals’
world. Businesses can now send messages via office email, that obscure or confuse the signal carried. Given Shannon’s
quickly and efficiently. focus on telephone transmission, carriers, and reception, it
In the book Multiple Intelligences by Howard Gardner, it should not be surprising that noise is restricted to noise that
suggests that we now have the opportunity to go beyond stated obscures or obliterates some portion of the signal within the
expectations and explore specific interests. channel. This is a fairly restrictive notion of noise, by current
So, since getting a message immediately does have good standards, and a somewhat misleading one. Today we have
traits, we seem to have lost the actual communication in real at least some media which are so noise free that compressed
life. No longer do your children call every week; they text. signals are constructed with an absolutely minimal amount
Everything has moved in a direction of “I need information information and little likelihood of signal loss. In the process,
right now.” It concerns me that we are losing our opportunity Shannon’s solution to noise, redundancy, has been largely
to communicate on the telephone, in-person, in lieu of these replaced by a minimally redundant solution: error detection
electronic advances in technology. and correction. Today we use noise more as a metaphor for
The majority of the population is born with the ability problems associated with effective listening.”
to hear, but not to listen. There are several reasons that people 2. o you realize what you are saying to another in the
D
do not or cannot listen or remember, ranging from physical communication process? What you say can be “said” many
conditions to cultural beliefs. Albert Mehrabian has pioneered ways. Perhaps, if you think about what message you want to
the art of communications since l960. He established an early get across, prior to opening your mouth, this can facilitate
understanding of body language and nonverbal communication. the communication process.
His research has been quoted worldwide.

Dr. Joyce Knudsen, Ph.D., AICI CIM, a leader in the field of communications, a published author and originator of home study
program, worldwide. Read more at www.imagemaker1.com.


COMMUNICATIONS

SETTING BOUNDARIES
WHEN YOU By Juanita Ecker, AICI CIP

GIVE FREE TALKS

Will the talk enhance your profile,
give you a chance to get speechmaking experience and try out new material,
or put you in contact with potential clients?


I was recently asked to give a free talk to a Chamber of originally given them. And, if I was truly going to be able to
Commerce. I explained that I would be happy to be a speaker cover all those subjects, we would need a half-day seminar, not
for their upcoming event. Since it was a pro bono event, I a mere 45 minutes.
discussed with the contact person that I have a standard talk I telephoned my contact. I offered to stay as long as needed
that I give. It’s a presentation on cocktail reception do’s and after my talk, adding that I would be happy to answer personal
taboos, as well as some networking tips. It’s fun and interactive, questions relating to those topics after the session.
and includes plenty of etiquette tips that any businessperson But my contact insisted that the committee wanted me to
can use. completely change the presentation to cover their objectives.
A week after our initial phone conversation, the contact If what they wanted had been something that I had previously
person sent me an email. She explained that her “committee” taught, I would have been happy to pull from my notes to
had met and were excited about my offer to give a presentation. customize the program. However, that was not the case. I was
However, she also stated that the committee didn’t want just disappointed with how they handled this, and had no choice but
the “basics.” They listed six objectives that they wanted me to to gracefully decline the offer to speak at their event.
cover during this 45-minute presentation. You may find yourself in a similar situation when an
When I saw the objectives, I was shocked. The six organization or association asks you to speak at one of
objectives had nothing to do with the topic outline I had their meetings.

Before you accept the invitation, there are a number of factors to consider:

1. s the organization worthy? Are they truly in need of volunteers, or are they simply
I
trying to save a few bucks by not offering pay?

2. oes the event and organization fit with your brand? For example, I am always
D
happy to work with charitable organizations that are near and dear to my heart. However,
certain groups may be far outside my realm.

3. hat are the benefits to your brand? Will the talk enhance your profile, give you a
W
chance to get speechmaking experience and try out new material, or put you in contact with
potential clients?

4. ow much preparation will you need? If the time, effort, and expense required to
H
give the free talk outweigh any potential benefits, it’s just not really feasible.

We small business owners simply don’t have the resources to bend over backwards for a client, especially when we aren’t be-
ing compensated. It’s important to stick to your guns, set boundaries, and avoid finding yourself in a situation in which you’ve
bitten off more than you can chew.

Juanita Ecker, AICI CIP, is etiquette expert, certified in business etiquette, corporate protocol,
image consulting, and a success coach. Her column, “Image Matters,” is a regular feature in
the Business Review. Read more at www.professionalimagemgt.com.


BUSINESS ESSENTIALS

LAY A STRONG FOUNDATION FOR YOUR BUSINESS

By Brian Lipstein, AICI FLC

So you’ve decided you want to become an image consultant. Why? Is it a
hobby you’re good at? Did you see a business opportunity in your market?
Have you identified a need? All across the world, image consultants are
starting their businesses for different reasons. Regardless of the reason for
starting a business, the fact is that nearly 50 percent of small businesses
fail within three to five years. There are many aspects of building a strong
business, but to start, let’s look at three key areas to focus on to ensure your
business is one that succeeds!


Start With a Plan
I love the saying, “Fail to plan, plan to fail.” Your business plan is the road
map of your success. It should detail your opportunities (SWOT Analysis –
Strengths, Weaknesses, Opportunities, Threats), objectives (goals), financial
projections, market analysis (competition), and your offering (strategic
advantage). All of these areas are summarized in an introduction to your
business plan called the executive summary. Failing to have a comprehensive
plan when you begin means that, as you grow, the foundation of your
business doesn’t truly exist. A “mental plan” or one in your head is not good
enough. This plan needs to be written down so it can be referenced as
you progress.
Now, putting together a business plan is not the easiest thing to do if
you have never done this before. In many cities throughout the world, there
are business support opportunities in your local community. For example,
throughout the United States there are government-funded small business
development centers (SBDCs) that provide courses to the public in business
planning, market research, and other business basics. If something like this
doesn’t exist in your area, turn to the Internet for these resources. It can be as
easy as reading other companies’ business plans, or looking at a sample plan
or template found online.
A common mistake in business planning is thinking that the plan needs
to be perfect before you can start working it. Your business plan is going to
change many times, so don’t get hung up on perfecting it early on. You need
to test the initial assumptions you make and adjust based on what the data
shows. In the beginning, work your plan and review it every three months.
As it starts to solidify, change the review to six months, then yearly. You will
see it come together, and this will become a strong foundation on which to
build a strong business.


Track your Data
A business professor of mine at the Wharton School of Taking it one step further, tactics will help you accomplish
The University of Pennsylvania always used to say, “A turning each strategy. Break it down to a step-by-step plan that will
point for entrepreneurs is when they can go from saying ‘I move you forward. Each goal, strategy, and tactic should fall
think…’ to saying ‘The data shows…’.” While our ideas are within the SMART model. Having measurable steps along
always well-intentioned, the business world won’t always the way that can show you each one has been completed will
reward a good idea. A good idea in one market may not work in ensure nothing is missed and a goal is fully completed. Go
another. We need to track factual data, which requires research. ahead and check off the goal (remember they should always be
Taking the output of our research (the data) into account, written down!) from your list. It will feel great!
we can now move forward based on the evidence we’ve I still believe it is important to think big. When setting
collected. The data will show that we are (or perhaps are goals, you may want to set them in stages. Try to set short-
not) moving in the right direction. Track key points such as term (3–6 months), medium-term (1–3 years), and long-term
your return on investment, lifetime value of clients, client (3–7 years) goals. This way, you can set the grand vision for
acquisition sources, etc. The more data points you track, the your company and success, but also set out the stepping-stones
better picture you will get of where your business stands. Go of how you are going to achieve each of these along the way.
back to your plan and you can see what is working and where These are just some of the basics to focus on when starting
you might need to adjust your initial assumptions. your business. If you are a more seasoned consultant and have
been in business longer, but haven’t done these steps, it would

SMART Goals, Strategies be a good exercise to go back and do so. Even if you’ve seen
success, this could be the difference between having a lifestyle
and Tactics business – one that you run on your own and provides a
comfortable lifestyle – to having what I call a “real” business,
A key section of your business plan should include your or one that can run without you and could be sold down the
goals, strategies, and tactics. It is important to have written line. Build this strong foundation and stay tuned for future
goals you can reference to track your progress. A good template articles that will discuss the next steps integral to making sure
to follow with your goals is to remember the acronym your business stays on the positive side of the statistics on
SMART – Specific, Measurable, Attainable, Realistic, and with a business survival.
Timeline. If each of your goals can be broken down to fit these
categories, you’ll have goals that you will see accomplished and
that will move your business forward. Setting your sights high
is generally a good thing, but if your goals are not realistic,
cannot be measured or attained, and are too general, then you
will never truly reach them and eventually discouragement
may set in. Don’t reach for the stars right away; we’ve all been
told we need to crawl before we walk, walk before we run. The
same is true with our businesses and setting unrealistic goals – Brian Lipstein, AICI FLC, works with men on their professional
like trying to run before we’ve started to crawl. I guarantee you images and provides solutions through custom tailored
will fall down and it will hurt, so let’s not sabotage ourselves clothing and accessories. His business was recently recognized
from the start with unrealistic goals. as the 22nd fastest growing, privately held business in the
A goal is great, but to help you reach that goal, it is Philadelphia area by the Philadelphia Business Journal. Read
important to break out how you’ll accomplish each one with more at www.henrydavidsen.com.
strategies. Specific strategies are the steps you need to finish in
order to reach each goal.


BUSINESS ESSENTIALS

PERSONAL
BRAND
CALLED
“YOU”
By Vandita Singh
I am often asked how
individuals can brand
themselves and if
personal branding
is as valuable as
corporate branding.

Human beings by nature are judgmental!

They say “a picture speaks a thousand

words” – similarly, first impressions from

personal meetings or from your social

media presence make a lasting impact.


Just as products and services rely on branding to project a certain positioning and value proposition, people
need personal branding to build their image. “Personal branding” is about intentionally influencing how
the world sees you. It’s about purposefully packaging that brand called “YOU.” Personal branding, self-
positioning and all individual branding by whatever name, was first introduced in 1937 in the book Think
and Grow Rich, by Napoleon Hill. The idea surfaced later in the 1981 book, Positioning: The Battle for Your
Mind, by Al Ries and Jack Trout.

Success does come from “self packaging”! play to them by creating a consistent brand around yourself
Let’s take for example Madonna. She was her brand. that’s complete with mission, objectives, and recognizable
From the beginning, she has had the ability to change visual brand elements.
consistently throughout her career. This made her stand out
3. Be an Online Content Creator
from other performers. This, in essence, strengthened her
Content creation allows you to build a network by sharing
individual brand.
your expertise and analysis. This is not only valuable to
By branding yourself effectively, you will: employers because it shows you’re on top of industry trends
• Establish yourself as an expert in your chosen field. and can implement fresh ideas, but also because they are also
• Build a solid reputation within your industry. buying into your brand’s network and reputation.
• Increase your popularity and improve your perceived
4. Live and Apply your Personal Brand
value in the marketplace.
The best way to demonstrate your skills and expertise is to
Set out on a personal branding campaign, using online
put them into practice.
and offline tactics to network, demonstrate your expertise and
show the value your “Self” brand could bring to potential or 5. Prepare for Exposure 
current employers! Let your professional story be picked up by the media or your
When you have a solid personal brand, you’ll be more company newsletter. This will spark even more opportunities.
memorable, you’ll be more impressive, and people will have But just like any job interview, don’t go into these blindly.
a more favorable opinion about you – that’s the same thing Make sure to run over the messages you want to get across.
that good branding does for products! Make sure you prepare for each opportunity.
Here are five empowering personal branding tips:
It’s important to create a personal brand that portrays
1. Invest in Professional Development 
you in a professional light and provides employers and
Too often, people think of personal branding as just
contacts with a strong, positive impression of you as a
advertising. In reality, it’s about delivering your knowledge to
high-caliber individual who would be an asset to their
the marketplace. In order to do that well, continue developing
organization.
your skills, knowledge and network.
Call it self-marketing, personal branding, professional
2. Stay On Top of It  development, or any other buzzword you’d like. In any case,
One of the most important tenets of personal branding is finding a job and climbing the career ladder are all about
consistency. Just as you instantly know a can of Coca-Cola investing in the business of YOU!
when you see one (and know what to expect once it’s open), As a professional, you are a brand unto yourself. The
your audience should know exactly what you bring to the target market for the unique value you provide are employers
table and what they’re getting by working with you. Whether who are constantly bombarded with messages from your
you’ve branded yourself as a no-nonsense people-mover competitors (read: other industry professionals) and who are
who is effective at managing staff, or an industry expert and always on the lookout for innovation.
consultant who provides fresh insights and innovates the Develop and market your Personal Brand effectively by
way a company operates, be consistent. Decide on your core using the above Personal Branding tips.
messages and stick to one image. Know your strengths and

Vandita Singh, conducts a variety of presentations, workshops and training on professional and personal grooming
and image management. Read more at www.imagetia.com.

BUSINESS ESSENTIALS

THE CHARACTERISTICS OF A

WELL WRITTEN
BUSINESS LETTER
Contributed by Professional Edge Consulting


RESPONSIBLE COMMUNICATION IS THE HEART OF ANY BUSINESS.

Whether it’s an email, telephone communication, a proposal, or business email, it would be considered professional to have
a business letter, your communication portrays an impression the company logo and/or letterhead on the email. A business
about your business. Communication is what connects your letter should always bear the sender’s name, address, and
business with the outside world. Therefore it’s essential that email address followed by the date. Next in sequence are
the form of communication adheres to corporate norms and the receiver’s name, title, company name, and address. The
principles of etiquette. We must remember that business salutation follows next, with the body of the letter and the
communication is different from personal communication. closing followed by the sender’s signature, name, and title. The
A business letter would differ in length and format from a final part of the letter should indicate to whom copies are sent.
personal letter. And it’s important to bear in mind that any When writing a business letter, remember the 8C’s of writing.
form of business communication must be precise and concise. These are eight characteristics of a well written business letter.
As a Communication Etiquette professional, I have had the Complete – A business letter should be complete, including all
privilege of meeting many corporate professionals, both in details and information pertaining to the subject.
Canada and in the South Asian region. One common question Correct – It is important to be completely accurate in all the
asked by most professionals about the basics of letter writing details you include in a business letter. Always make sure you
is how to write an effective business letter that fully conveys have included correctly any dates, names, amounts of money,
their message. Any form of communication can be easily etc. Always proofread the letter before sending it out.
misunderstood as communication differs greatly according to Concise – A professional business letter should convey your
society, culture, and region. Therefore, it’s important to stick idea with few words, short sentences, and short paragraphs.
with the international norms of corporate communication. Concrete – A business letter should be concrete and not
What exactly is a business letter and why would a contain vague ideas. Information should be specific.
professional write one? A business letter is written to Courteous – Be polite in your business letter; mind your P’s
communicate a business matter either within the corporate and Q’s.
arena or from business-to-client or client-to-business Clear – The importance of clarity and accuracy in a business
organization. Being a form of corporate communication, a letter cannot be stressed enough. The chances of your letter
well formulated business letter would portray a company’s being misunderstood are minimal when you adhere to this
commitment to achieve a high level of communication. Bear point. An organized letter is less likely to be misunderstood.
in mind that the reader will make his first impression of you Consistent – Keep the same format and mood throughout the
within 10 seconds of reading your letter. letter. Being consistent shows that you are professional.
A business letter should have a purpose, but that purpose Coherent – A good business letter should flow well. Make the
is not always to promote business. It can be a letter of inquiry, sentences and paragraphs short, so that your letter is easy to
a letter of acknowledgement, a reply letter, or a claim letter. read and understand.
There are many types of business letters and varying purposes A final word of advice is never to convey any form of
for them. communication when you are angry or annoyed. That would
change the entire mood of the communication and portray a
There are basic parts and formats to a business letter: bitter image of yourself and your company.
A business letter must always be written on a business Always remember that responsible communication is the
letterhead. If the business letter is to take the form of a heart of a business.

Professional Edge Consulting is a Canadian Company based in Ottawa and specializing in Corporate Training,
Business Development and Image Consulting. www.ProEdgeConsulting.ca


BUSINESS ESSENTIALS

BUSINESS
TRENDS TO
WATCH IN
2013 By Chris Loney

Whether a large corporation or a local

mom-and-pop business, all companies

should know the upcoming trends that

can potentially increase profits for their

businesses. All of these trends may not suit

your needs or interest, but it is still strategic

to learn what your competitors may be doing

in the upcoming year.


1.
ECONOMICAL AND ENVIRONMENTAL as Nordstrom are taking advantage of such technology,
and this is only the beginning. The wave of the future is
SAVVY: going to be Google Wallet, which is a form of Near Field
Businesses are using technology to save money on
Communication (NFC,) making your business more
printing costs for advertising and marketing materials. By
customer friendly by adding convenience. Consumers
going digital they are reducing waste in the environment,
will be able to make a payment by placing their cell
e.g., digital business cards; emailed invoices and receipts;
phone to a payment station. This technology will increase
and documents on tablets that can be signed and emailed
convenience, which increases the likelihood of increasing
to clients.
business profits.

2. OBILE ADVERSTISEMENTS:
M 6. OCIAL MEDIA:
S
Smartphones and tablets have become essential, with
If you haven’t hopped onto the social bandwagon, now is
increasing popularity. Businesses are definitely taking
the time! Facebook, Twitter, and YouTube are the three
advantage by creating ads, coupons, and promotions that
must-have social media websites for businesses because
are being sent daily to their customers’ mobile devices.
they allow you to interact with customers on various
Businesses are able to send a relevant message to the right
levels. One significant benefit is the opportunity for
customer at the right time using apps like Google Places
real-time customer insights, engagements, and processes.
and Zaggot. These apps incorporate the mobile user’s GPS
Ultimately, social media sites allow for recruitment of new
to send relevant ads based on the consumer’s location.
talents and deepening the relationships of current partners.
Businesses can use check-in apps such as 4Squares or
3. TML 5 COMPATIBILITY:
H Facebook to cultivate momentum and movement around
Adobe Flash is slowly being phased out. HTML 5 has their companies. These apps require no money from your
video embedded into its language code, which will be a business because the customer is opting to use the app
valuable asset in reaching customers with iPads or mobile or site.
devices that don’t have Adobe Flash capabilities. Businesses
should assess their need for a website upgrade.
TWITTER:
Rob Morton @StudioTreLynn
4. IRTUAL OFFICES and VIDEO
V 20 Oct
TELECONFERENCING: @StyleInANutshel Great Job yesterday!
Companies are cutting back on travel and bulking up
on convenience. By using Skype, as well as Facebook or Your Name @MyCompanyName
Apple FaceTime, businesses are able to conduct interoffice 26 Oct
meetings as well as live meetings with their clients. Virtual AOS Attendee said: I can’t thank you enough for all
An
meetings cut back on travel costs and increase meeting the info you gave us. It has taught me about myself
efficiency by allowing immediate interaction. now I can confidently shop!

5. ORTABLE PAYMENT METHOD:
P FACEBOOK CHECK IN:
You never know where and when you may strike a
deal. Be sure to have your portable payment method
in hand, such as the Square or Intuit. They accept all
major credit cards. Even major department stores such


learn what your competitors may be doing in the upcoming year.

7. OW-RISK TO RISK-FREE
L 9. LOUD COMPUTING:
C
OPPORTUNITIES: Cloud computing is basically storing your business
With the economy still recovering, consumers are hesitant information in a secured remote network, typically hosted
to make large purchases, especially with new businesses on the Internet. The benefits of a company’s storing all
or business lacking their brand loyalty. Businesses should of its business data in one convenient central location are
offer ways for customers to sample their products or efficiency and saving time by streamlining processes, as
services. Some examples are virtual stores or salons where well as cutting costs and security issues. These benefits
customers can upload pictures and sample new hairstyles are because businesses only interact with the one vendor
or clothing. Companies can offer free workshops that allow versus many for all their business needs. Bottom line,
customers to sample a small portion of their expertise. businesses maximize resources by using virtual servers.
There are daily deal sites such as Groupon and Livingsocial
that allow customers the opportunity to try goods and 10. IG DATA:
B
services at greatly discounted prices, sometimes with over Businesses used to make decisions based on gut feelings,
50% savings! Allowing consumers to experience service but now data is collected to learn about our consumers
or products, business increase the likelihood that a person from a behavioral standpoint. By using consumer data
moves from prospect to customer. and statistical forecasts to predict consumer behavior,
such as what they are likely to purchase, a company can
8. NTERACTIVE BLOGS:
I gather statistical data to make better informed decisions.
A simple paragraph just isn’t cutting it these days. Companies can buy large chunks of data from data
Consumers want to see application of your services and aggregators about specific markets based on different
products. The interactive blog creates a community that criteria. The use of big data by companies like Acxiom,
promotes ownership of your brand to the customer. Equifax, and Nielson has become very sophisticated and
Businesses can now use websites such as YouTube to predictable.
create vlogs (video blogs) that make their sites even more Be sure to research how your business can benefit
interactive. Businesses can have their customers become optimally from each trend before implementing change.
part of their brand community by allowing them to send in By utilizing one or more of these trends you will increase
pictures, question topics, or testimonials. your likelihood for greater business success.

Chris Loney, is in the business of wardrobe styling and offers workshops, seminars
and individual services to clients. Read more at www.styleinanutshell.com.


BUSINESS ESSENTIALS

TAKING CONTROL OF
BUSINESS TIMEWASTERS with Jennifer Howard


TAKING CONTROL OF BUSINESS TIMEWASTERS
As business owners, we run around most days with our “hair on fire “. “How and why does this
happen.” Four reasons and how to handle them:

#1 – Every request seems urgent
The busier you become, the more urgent each request for your time seems. Let’s get real. Everyone is
busy, but is everything urgent? Set aside time each day to identify and tackle those things that need to
be done while leaving enough margin (extra time) in your day to handle the truly “urgent.”

#2 – We let other people waste our time
Back to urgent. Just because something is urgent to someone else, is it urgent to you? We let other’s
frenzied pace and lack of time management influence the use of our own time. Don’t take every phone
call right away, don’t answer every email on the spot and for goodness sakes, it’s OK to ask someone to
wait every now and then.

#3 – Email, the Internet and other electronic distractions
Email is hell! OK, I said it and I know many of you will agree with me. It can be a tremendous time-
waster if we let it. The key to email is segmenting and prioritizing. Identify a couple of segments each
day you’ll dedicate to responding to emails. Then, prioritize the emails into those that are important or
truly urgent to answer and those that can wait a bit longer. Regarding the Internet and other electronic
distractions, if you are not using them to directly market or sell, find time away from your business to
“play” with them.

#4 – Poor Planning
This is the biggie. Do you set aside a specific time each week for working ON your business and not In
it? Sadly, most business owners do not set aside time for marketing, networking, training and time to
think and plan. We are so busy DOING, that our DOING hinders business growth. Today, pull out (or
up) your calendar, look at next week, and block out time to work ON your business.

Timewasting wears many clever and enticing disguises. Real,

measurable business growth is achievable; you just need time to

make it happen.

Jennifer Howard, CEG, AICI FLC, collaborates with business owners to stabilize and grow their business.
She is an expert small-business coach and supports clients life goals. Read more a www.nextlevelgo.com.


GLOBAL NEWS

AICI RISING STAR SHINES
BRIGHT IN MALAYSIA

Other Famous Malaysians
Jimmy Choo – Shoe designer
Tony Fernandes – Air Asia
Robert Kuoch-Shangri – La Hotel
Bernard Chandran – King of Fashion
Nicol Ann David – #1 women’s squash player


MOVE OVER Jimmy Choo and other renowned Malaysians, and get ready for Evelyn Ch’ng, AICI
Rising Star. Evelyn is rising faster than the elevators in the Petronas Towers, and her profile speaks
well of her without her having to say a word!
Evelyn Ch’ng joined AICI after running her business for a year and soon was honored with
the prestigious AICI Rising Star Award. The Rising Star Award is given to a new member who has
achieved accelerated success as a newcomer to the field and has been a member of AICI for four
years or less.
After three years in business, she started to get speaking engagement for seminars for
multinational brands like Amway, and due to her dynamic presentation skills, she has conducted
over 100 workshops and seminars continuously all over Malaysia, Singapore, and Brunei. Evelyn’s
resume reads like the rising star she has become. Here are a few speaking contracts and works that
are reaping lucrative rewards:
• Engaged by Herbal Life, an international MLM company, as its first-ever external
speaker in 2011
• Spoke at Zurich Insurance Sales conference with an audience of 3,500 people in 2012
• Appointed ambassador of Mayfair, a leading slimming company
• Secured an enormous personal styling makeover job with Nestle
• Conducted over 100 seminars and workshops across Asia including Taipei, Shanghai,
and Singapore
• Self published her first book in 2009 after being in the image business for four years
And the list goes on...

What Does Evelyn Say About Being a Rising Star?
“I guess is the passion and believe I have persistency and effort to strive for another level. It’s
certainly was a challenge for me when I started and how I developed myself from a woman with
no others skill but creativity to an entrepreneur woman who is leading a team and an one stop
grooming boutique within seven years. Besides I strongly believe in giving back to society and how
we can utilize our branding and team work in AICI to help the needy.”
A spontaneous Interview with Evelyn Ch’ng reveals some personal favorites:
1. In what country are you living? Malaysia
2. Favorite dish? Japanese food, especially sashimi
3. Fun splurge? Checking in villa with private pool at Koh Samui
4. What is your most valued possession? Miu Miu retro handbag
5. Secret junk food vice? Häagen-Dazs ice cream
6. Favorite indulgence? Aromatherapy oil massage or Thai massage
8. Durian or Mangosteen Fruit? Mangosteen
9. How do you relax? Massage or meditation

“ eize the day is my philosophy of life, and whenever I face a tough time, I always tell
S
myself, close your eyes and just do it. The moments will pass soon and you will be a total
different person! “

Read more about Evelyn Ch’ng, AICI FLC, at www.emagestyle.com.


EDUCATION | LEARNING
Tracy Rhawn

LEARN RIGHT
Varga,
AICI, FLC

WHERE YOU
ARE GLOBALLY
Ms. Olen
Juarez-Lim,
AICI FLC
THROUGH AICIs TELECLASSES AND CEU’d WEBINARS

AICI TELECLASSES CEU’d WEBINARS
One of the many benefits of being an AICI member is AICI is excited to announce our global webinar platform to
attending our FREE monthly teleclasses. These classes are deliver our members more CEU’d educational opportunities!
designed to give easy access to the most up-to-date and No matter where you live or the time zone you live
impacting information in order to enhance business growth in, you will be able to earn CEUs towards your FLC, CIP or
and development. We offer a wide variety of topics and hope CIM accreditation through AICI Webinar program without
that you will join us! All teleclasses are recorded for you having to leave your computer. We will be offering programs
listening pleasure. covering all the core competencies, in many languages
presenting programs to assist you in becoming the best image
MEET AICI TELECLASS MODERATORS consultant you can be, running the most effective business
North American/Canada Moderator you can, to help you gain the highest level of success in this
Tracy Rhawn Varga, AICI, FLC fantastic industry.
Class sizes of these webinars will be kept to a maximum
Tracy is a Professional Image Consultant with extensive of 10 participants so that you gain the personal attention you
experience in sales, marketing and client relationship need to learn effectively. AICI educational webinars will have
development. She helps professionals and businesses succeed affordable fees, based on the duration of the program.
by creating a visual brand which communicates their unique All programs will require participants to be on the
skills and values. Read more at www.TracyVarga.com. webinar live and will have specific requirements for you to
earn the CEUS, but programs will be held during different
Asia Pacific Moderator time zones (depending on demand) so that each member has
Ms. Olen Juarez-Lim, AICI FLC the opportunity to learn and gain new skills and perspectives.
If you are an AICI CIP or AICI CIM and would be
Popularly known as Ms. O, hosts a segment for the morning interested in running a paid webinar program (minimum
television show, Unang Hirit in the Philippines. Olen has been of 2 x 90 minute sessions up to 8 x 90 minute sessions)
inspiring and empowering individuals and organizations that please contact task force chair, Sarah Hathorn , at sarah@
seek to the develop a competitive and profitable advantage by illustraconsulting.com. We are interested in covering all areas
delivering dynamic training programs in Image Management, of the image business, in all the languages of our members.
Professional Presence, Civility, Business Etiquette, We see this exciting webinar program as a great win-
International Protocol and Customer Service. win for both our AICI Members who educate on image or
Read more at www.ojlconsulting.com. business related training programs to earn additional income,
and for all our members to gain new and important skills and
educational opportunities!

CHECK OUT THE TELECLASS AND CEU APPROVED PROGRAMS THAT ARE COMING UP
http://www.aici.org/Continuing_Education/CEU_d_Programs.htm


MEMBERS IN
THE NEWS
Helena Chenn, AICI CIM, received her Certified Pat Gray, AICI FLC was profiled in May 30, 2012
Image Master credentials at the International article titled “Color me a business: Analyzing shades
Conference in Hawaii. She was honored at the June is regional specialty” and quoted in August 8, 2012
AICI SFBA board installation by president, Gillian article titled “Travel Tidbits: From BB creams to
Armour, AICI CIP. snack-food dreams.” Both articles appeared in the Los
Altos Town Crier.
Catherine Horgan, Treasurer for the Atlanta
Chapter, just styled her client and family for a feature Amy Roseveare, AICI CIP was quoted in a August
story in People Magazine due out in two weeks. 12, 2012 article in the San Jose Mercury News. Title:
Check back in the next magazine for more details. ”High-tech help in finding jeans that fit.”

Shweta Wahi showcased her Spring/Summer 2013
Fashion Collection at the Ottawa Fashion Week held
in October, 2012.


IMPACT INTERNATIONAL

MAKING AN IMPACT –
IMAGE IMPACT INTERNATIONAL
How can YOU make an impact as an image consultant?

At the new non-profit Image Impact International, our mission is to champion ability, civility,
and possibility. Our global philanthropic community includes leaders from the image, corporate,
public service, and healthcare industries. We are launching the charitable Image and disAbilities
book series and Communicate with STYLE training program to provide invaluable resources
to caregivers, the medical community, and those living with disabilities. We are advancing the
message of civility to campuses, corporations, and communities worldwide through Global Civility
Awareness Month and other exciting new initiatives. Our philanthropic CEU and Train-the-Trainer
program Campus to Corporate Impact will make it possible for university seniors, faculty, and
young professionals to develop leadership skills and enhance marketability.

We invite you to champion ability, civility, and possibility with us. Contact Image Impact
International President Ferial Youakim, AICI CIP, at ferial@byferial.com to make an impact today!

Image Impact International
www.ImageImpact.org


Revista AICI Enero 2013 "AICI GLOBAL"

Revista AICI Enero 2013 "AICI GLOBAL"

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Revista AICI Enero 2013 "AICI GLOBAL"