Vibe With The Tribes

TribeVibes is a quick and street-smart personality assessment instrument for more effective communication and team building.

TribeVibe Your Team... Leverage Your Lead!

According to a widely recognized study conducted by Dr. Albert Mehrabian at UCLA; when we attempt to communicate our feelings or subjects of an emotional nature, 7% of our message is communicated through our words, 38% with our vocal tones and 55% via our body language.

No wonder we often ignore those long verbose emails pitching us on the newest and greatest product or service –because only 7% of the message hits home with the words (as there’s no voice or images to reference).  And what about those unsolicited phone calls we often get that put a frown on our face in less than 10 seconds–blame it on the 93% of the message being carried by the tone of voice (as we can’t “see” someone on the phone).

Another study conducted by Dr. Anne Fernald at Stanford established that parents around the globe utilize a common tonal frequency when communicating approval or disapproval with infants.  The “GooOood Girl” message embodies an up and down vocal wave pattern, while the “BAD Boy” warning mimics a short, sharp staccato vocal tone.

I believe that the significance of those two tones doesn’t fade away as we grow up.  We certainly expand our vocabulary as we mature, yet, no amount of “that’s not what I said” is likely to calm things down or perk things up until we “sing” the right note when communicating our intention with others.

Layered over these conditions are the unique cultural and ethnic upbringings that each of us brings carries—it’s no wonder that we sometimes get our wires crossed when attempting to communicate with others who are not on the same frequency—both literally and figuratively.

After 20 plus years of organizational, leadership and target marketing development, I had an “Aha” moment last year and concluded that each of us has a unique TribeVibe™, a baseline vocal tone and physical disposition that can be calibrated along the lines of three core “tribes”: Healer, Warrior and Seer along with the leadership role of Steward.  And while none of us are “purebloods” from a TribeVibes perspective, we usually have a dominant disposition with one the following trait sets:

  • Healers naturally embody the nurturing, creative oscillating wave pattern in their vocal tones.  Healers are expressive and embracing (in all ways) with others.
  • Warriors naturally embody a bottom-line results oriented staccato wave pattern when speaking.  Warriors are positional and direct (eye on the prize) with others.
  • Seers naturally embody a factual and even-pitched frequency when talking.  Seers are evaluative and process driven with others.
  • The Steward, within the paradigm of TribeVibes, is responsible for shepherding the mission, and while hailing from one of the three tribes, the Steward assumes responsibility of communicating and calibrating messaging with other team members from their respective TribeVibe.

The two-for-one advantage of utilizing TribeVibe calibrations in team environments is that each member can more fully focus their efforts centered around their innate disposition (realizing that they should also respect the variances when interfacing with others who are not from their tribe), while shifting the role of Stewardship to different members of their team depending on the objective (Warriors- sales, Healers-customer service initiatives and Seers -analytic projects).

TribeVibes has proven effective in providing a tool to quickly assess, recalibrate and engage our talent and team resources within hours because it taps into our natural dispositions that have been hardwired since birth.

Most of us realize that we are influenced, and influence others, by vocal tones and body language; what TribeVibes provides is a simple street-smart system to more fully leverage these organic elements into our personal and professional interactions.

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Jerry Campagna is the president of the MOST Inc., an organizational/leadership development firm with expertise in developing and implementing target marketing initiatives. For more info:  jcampagnaatthemostincdotcom  (jcampagnaatthemostincdotcom)    |  224.420.7936

Over 2 million reasons to reach out to the Latino market

by Jerry Campagna
August 16, 2011

 

With the 2010 Census reporting 2,027,758 Latinos residing in Illinois (with over 1 million in the suburbs) and representing 72 percent of the population growth during the past decade, it’s time to spice up your business plan accordingly.

And like all other successful target marketing strategies, effectively engaging Latinos requires an integrated, culturally relevant three-step approach.

  • People: Trust is the most critical element toward gaining market share in the Latino community, and trust is established through the people who represent your brand. It is essential to recruit, retain and train a designated “street team” of motivated Latinos to carry your message into the marketplace, Latino style.
  • Product: It’s critical to know your audience’s cultural preferences and how they use your product or service. You start with a quality offering and adapt the packaging accordingly.
  • Promotion: The most effective component for building trust and market share in the Latino community will be event marketing. You need to be actively and authentically engaged at fiestas and community celebrations.

In the 14-plus years of developing effective Latino marketing strategies for clients, we’ve also come upon a series of best practices that have proved successful in a host of industries:

  • Start at the top: Effective Latino engagement initiatives always involve a different set of strategies than general market. Without the committed buy-in of senior management, including their willingness to champion the cause, your strategy will become bogged down in internal company policies, procedures and politics. Simply put, give your street team a portion of the dance floor and let them do what they do best!
  • Acculturation: The term “Latino” is an encompassing demographic, one that has distinctive subcategories. Does your product or service best align with un-acculturated Latinos (those who are Spanish dominant and whose purchasing preferences will be in line with Latin American consumers), or acculturated Latinos (those who are bilingual or English dominant and whose purchasing preferences are more in line with U.S. based consumers)? In both cases and either language, Latinos will be influenced by their cultural backgrounds.
  • Pilot program: It’s very difficult to change an entire corporate culture, so start with a measurable pilot program and build a case study that can be replicated after you have proved the strategy successful. Everybody wants to be part of the winning team — after they win! Only a few are willing to risk true innovation. Start with a dedicated team of professionals and a detailed action plan, and the rest will follow.

Those organizations that are successful in gaining sustainable market share in the Latino community are always implementing these strategies. They may call it by different names, but their bottom line always result in the same type of applause in the board room!

 

 

Jerry Campagna is president of MST Latino Inc., a certified DBE specializing in marketing consulting services. You can reach him at (224) 629-7100 or email jcampagnaatmstlatinodotcom.

 

Can Latinos Save Aurora, Illinois? Cashing in on The Conquistador’s Medallion

by Jerry Campagna
September 11, 2012

 

On the second day of my new position as the Interim Executive Director of the Aurora Hispanic Chamber of Commerce, I received this call… “Hello, my name is Bill Law from BBC News in London, and we’re coming to America to record a radio documentary…”

At first, I thought it was one of my friends pulling a prank; after all, why would the British Broadcasting Corporation (BBC), the largest broadcaster in the world with over 23,000 staff, be calling the Aurora Hispanic Chamber?  I soon found out… Bill explained that the thesis of the documentary was premised on exploring “the potential of America’s fastest growing minority – did Latinos hold the key to a ‘reborn’ USA.”*

The BBC chose two U.S. cities to visit and conduct a series of interviews: Miami, Florida and Aurora, Illinois; Miami representing a more mature Latino community—where English is often the second language, and Aurora because of the dramatic Latino population increase according to the U.S. 2010 Census count (46,557 to 81,809) in the second largest Illinois city with the second largest Latino population.

Bill asked if we could assist in setting up a series of interviews with local community members.  We agreed, and over the course of three days in late July I escorted the two BBC correspondents through over a dozen wide ranging  interviews; from social workers to a retired police commander; owner of a Mexican restaurant to the president of a manufacturing plant; undocumented students to a Catholic priest.

Personally, it was a pivot shifting experience… never had I listened to so many varied perspectives on the Latino community in such a short period of time, with the big question always looming in the background—with such a large and growing demographic—why weren’t more Latinos in positions of social, corporate and governmental leadership?

Before leaving, the BBC interviewed me for my perspective, and in an “Ah-Ha” moment it came to me: Latinos have not realized the value and claimed both sides of what I now call the “Conquistador’s Medallion” that we have been carrying for over 500 years.

On one side of the Conquistador’s Medallion is the Spanish word “¡Mande!” which literally translates as “Command Me!”  On the other side of the Medallion is the Spanish word “¡Ganas!” which translates as a “Desire To Win!”

On the “¡Mande!” side of the Medallion… for over 500 years, most of our Latino ancestors (with the exception of a small privileged oligarchy) have accepted their perceived place as the obedient servant of the conquerors.  And those who either invaded or rose from the masses to claim the Conquistador’s throne often in turn demanded of the masses that they be addressed with the word “¡Mande!”  And although centuries have passed, we in the United States, as the descendants of our Latin American ancestors, act from a deeply ingrained ‘us versus them’ mentality: all too often laying claim to the Conquistador’s throne when elected to positions of power, devolving into the oppressor from the place of the oppressed.

And on the “¡Ganas!” side of the Medallion… for over 500 years, most of our Latino ancestors with the exception of that small privileged oligarchy, have accepted that they must work harder, longer, and with more fortitude; having bought into their perceived place as the obedient servant of the conquerors.

¡Basta/Enough!

It is time for Latinos to own both sides of the Conquistador’s Medallion and claim our place as Stewards, not Conquistadors, of our people.   Stewardship entails a responsibility to further the best interests of those whom we represent; it involves a sacred trust, given by the represented, to a leader they believe will make decisions which benefit the entire community, not a chosen few.  Stewards also require a healthy dose of fortitude – ganas – to overcome any and all obstacles they will encounter, among ourselves and with the greater community in which we live.

We can look to many examples of others who have claimed their Medallion.   Martin Luther King walked African Americans, from all stations of life, to the promised land.  Mahatma Gandhi shed the woven suits of colonialism in India, weaving Indians from all religious sects, to a united and free country.  And there are many other examples in history of oppressed people who came to the realization that the only way for them to truly be free was to unite ALL sectors of their community under the banner of Stewardship and Fortitude.

And like many before me, I have a dream that as a people, we can get to the Promised Land.  We are already here in Aurora, Illinois.   We just need to claim our place as Stewards for our greater community—so that we can affirmatively answer the question: Can Latinos Save America?  ¡SI…

Si Se Puede!

 

###

 

* The two part BBC radio documentary called “Can Latinos Save America?” can be listened to on the BBC World Service website; click the following link to download:  http://www.bbc.co.uk/programmes/p00xnxnw

Copyright © 2012 Jerry Campagna,
All rights reserved.

No portion of this editorial may be reproduced mechanically, electronically, or by other means, without the expressed written permission of the author at jcampagnaatthemostincdotcom  (jcampagnaatthemostincdotcom)  .

“Jerry is hands down the most requested speaker…”

Jerry is hands down the most requested speaker at our Chamber Training Institute. His engaging and thought provoking presentations on Mission Driven Leadership Styles and Evolving Sustainable Growth Strategies have been well attended and highly rated by our chamber leaders. Jerry is not only knowledgeable in his field, but he understands the needs of a multi-cultural and diverse market.

. – Jennifer Tarazon
United States Hispanic Chamber of Commerce Foundation

“…extremely helpful and valuable…”

“Jerry consulted with the ALPFA Chicago Chapter Board of Directors to assist us with strategy planning and execution. His presentation and knowledge was extremely helpful and valuable to the team. I highly recommend Jerry and the service he provides.”

.– Chris Kleckner
Allstate Insurance

“…engaging and thought provoking…”

“Jerry’s training is engaging and thought provoking. He made me challenge my way of thinking breaking any ‘boxes’ around me. I highly recommend his training for those seeking positive measurable strategies and catalytic change in your organization.”

– Nelson Soler
Multicultural Entrepreneurial Institute

“Jerry talks; I listen.”

“Jerry brought remarkable insight, experience, and expertise to the Executive classroom. I have applied his recommendations in my professional, entrepreneurial, and leadership pursuits. He has a one-in-a-million approach. Jerry talks; I listen. I can’t wait until the next opportunity that I have to learn from Jerry. Innovative. Fresh. Game-changer.”

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– Mark Madrid
Houston Hispanic Chamber of Commerce