Jolt!

by Phil Cooke

  But many who lived unknown or modest lives created a legacy that will last for generations.

  A legacy is made up of many ingredients, including vision, foresight, integrity, service, compassion, and generosity. It’s about planting seeds in the lives of others that will reap harvests for many seasons in the future.

  » IF YOU’VE WRONGED OTHERS, SEEK THEIR FORGIVENESS. IF YOU’VE MADE MISTAKES, MAKE THEM RIGHT. CLEAR THE SLATE NOW, SO YOU’RE NOT HAUNTED BY THE THOUGHTS OF WHAT MIGHT HAVE BEEN.

  In the opening scene of the legendary film Citizen Kane, Charles Foster Kane, played by Orson Welles, dies with the faintly whispered word “rosebud” on his lips. The entire movie becomes the intriguing story of a reporter desperately searching through Kane’s past to discover the word’s elusive meaning. This vastly wealthy businessman who influenced world leaders had spent his life in luxury and wealth, only to reach his deathbed with regrets and a desperate wish for the past.

  Make sure your last words don’t express regret or remorse. Don’t leave anything unfinished.

  Leave a legacy, and make your life count for eternity.

  » JOLT #25

  LIVE A BLOCKBUSTER LIFE

  Discover the Far-Reaching Power of Influence

  Philosophical purists may weep and gnash their teeth, but the fact is that movies are the most powerful cultural influence we have today.

  —COLIN MCGIN, PROFESSOR OF PHILOSOPHY AT RUTGERS UNIVERSITY

  Let no man imagine that he has no influence. Whoever he may be, and wherever he may be placed, the man who thinks becomes a light and a power.

  —HENRY GEORGE, ECONOMIST

  Kathleen and I have two incredible daughters—Kelsey and Bailey—both grown now. Because of my experience with daughters, when I think of influence, I think of Hollywood. From the time they absolutely had to have a Snow White dress, to now, when a smartphone has become a standard accessory, I can see the power of the media industry through many of the choices my daughters make on a daily basis.

  Hollywood isn’t the entertainment industry; it’s the influence industry.

  The world of power and influence. It seems that today—like most of recorded history—nearly everyone wants it, and nowhere in the world is it more visible than in Hollywood.

  Blockbuster movies are making nearly $100 million in a single weekend, and major stars are demanding $10 to $20 million per movie. Video games, websites, DVDs, and merchandising are all growth industries—and each is tied to the phenomenal success of entertainment.

  Network television isn’t much different. Prime-time television is spinning off programs at a record pace, creating a global television market that is dominated by American programming. In third-world countries where houses have no windows and people have no medical care, they still never miss an episode of popular network shows. Major global companies are competing to own entertainment industry assets, as the money, the prestige, and the glamour become just too difficult to pass up.

  The entertainment industry in the United States represents remarkable influence. For instance, when major “event” movies, like Spider-man, Avatar, or The X-Men, premiere, an awesome marketing machine is triggered to capture a specific target audience. In many cases, the target audience is teenage boys, some even showing up dressed in superhero outfits, and all willing to stand in line for hours to catch the first exciting glimpse of a new action movie.

  The ability of the movie and television industries to sell, influence, and promote is the raw power that drives audience impact. But what if we could harness that awesome power and create blockbuster lives? There’s no question it could transform our personal performance, our leadership, and our future.

  » NEARLY THIRTY YEARS CONSULTING AND WRITING ON CHANGE HAS TAUGHT ME THAT THE PRINCIPLES IN THIS BOOK CAN CREATE A BLOCKBUSTER SUCCESS IN YOUR BUSINESS AND IN YOUR LIFE.

  Hollywood has always been a mysterious place full of intrigue, deals at the trendy lunch spots, and glitzy stars and starlets, and it’s captured a place in the hearts of the public because it deals in fantasy and escape. In that respect, it’s very different from industries such as insurance, retail, service, or transportation, and therefore few people on the outside really understand how it works.

  Why is Hollywood so successful?

  Because it understands the power of a good jolt. Most people think movies echo the cultural changes in society, but the fact is, movies take so long to produce, they have to begin years before they actually hit the theaters. That means producers and studio executives must be thinking about how the culture will be changing three to five years from today—particularly for major “event” movies.

  Hollywood can’t be caught living on last year’s success. That’s why so few sequels make as much money as the original. By the time the first movie is successful, the trends are changing once again.

  » CHANGE IS THE ENGINE THAT DRIVES THE MOVIE AND TELEVISION BUSINESS, AND CHANGE IS THE ENGINE THAT SHOULD DRIVE YOUR LIFE.

  The principles we’ve discussed in this book are your tools for achieving that change, and they can have a major impact on any person, organization, or business. They have been tested over time and have proven to be foundational principles for success—the kind of success that reaps billions at the box office and has the potential to create cultural changes as well. The kind of success that has made Hollywood famous on a global scale and can help you discover your purpose.

  The key is understanding the real meaning of power.

  THE INFLUENCE OF POWER

  It takes tremendous discipline to control the influence, the power you have over other people’s lives.

  —CLINT EASTWOOD, AWARD-WINING MOVIE ACTOR AND DIRECTOR

  Most dictionaries refer to power as “the ability to act, the capability to produce an effect, or the capacity to influence, either for good or bad.” There’s no question that since the beginning of the modern entertainment industry, movies and television programs have had enormous power. In fact, many would argue that the mass media has become the most powerful influence on attitudes and behavior in our culture today.

  Culture critic Robert Johnston has noted that, as early as 1934, in the movie It Happened One Night, popular star Clark Gable acted in the movie without an undershirt to better display his physique and, thereafter, undershirt sales dropped dramatically nationwide. In fact, it was not until World War II when the military retrained men to wear undershirts that the crippled industry finally recovered.

  And in 1942, when Walt Disney’s animated feature Bambi premiered, deer hunting in America dropped from a $5.7 million business to barely $1 million. (What kid would let his dad shoot Bambi?)

  Even off camera, Hollywood exerts influence, as more and more movie and television stars have become activists for a variety of causes—even testifying before Senate committees.

  The power and influence movies and television exert on the public seems to grow with each passing year. Notice the frenzy at a local fast-food restaurant involved in a joint marketing campaign with a new movie release or the extensive research being done by respected organizations into the impact movie violence, sex, profanity, or even smoking has on viewers, especially children and teens.

  In a recent marketing alliance, a major Hollywood studio made a deal with a soft drink company to have their movie title emblazoned on one billion soft drink cans. In an advertising world governed by impressions, that’s a powerful strategy since not only will the soft drink buyers see the logo, but everyone who passes by the soft drink display in stores will see it as well—not to mention its presence in TV commercials and print ads.

  There is no question that Hollywood understands power and influence. Whether it’s the power a movie star exerts to get his or her way on a film set, or the power and influence a movie has on the public, many would agree that power is the currency of the entertainment business. By that standard, the entertainment industry is easily America’s number one export. While we might think of agriculture, military equip
ment, or computer technology topping the list, the fact is, the entertainment industry exerts more influence globally than anything else this country produces.

  THE POWER OF INFLUENCE

  But ultimately, I’m not interested in power, I’m interested in influence. The media business is all about influence and the ability to change people’s behavior. That’s why the most successful entertainment companies and executives understand that Hollywood is not in the business of entertainment—it’s in the business of influence. Even the most creative writers, directors, and producers who might disagree with such a financial perspective, acknowledge that while they might not necessarily want the viewers to purchase a product, they do want the viewers to be influenced by ideas. Liberal, conservative, religious, secular, environmental, feminist, gay—whatever—every producer has a personal worldview, and that worldview is usually expressed at some level through his or her work.

  How does this relate to you and your future?

  By understanding influence, you begin to understand how to impact people’s behavior. But there are some critical keys to understanding the role influence plays in our lives.

  Real influence is not about manipulation.

  We’re not trying to control people and force them to bend to our will. We want our audience, our business associates, our customers, or the greater culture to be influenced in a positive way—to make their lives better, more fulfilled, and more successful. As you learned in “Negotiating 101,” when you force your opponents to comply, you may get their bodies, but you don’t win their minds. And to be successful, your audience must want what you’re selling, and want it from the heart.

  Real influence requires integrity.

  When I started directing actors, the first rule I learned was a good actor must always honestly listen to the other actors. Bad actors don’t listen during a scene; they’re just thinking of what line to say next. The result of that approach is cheesy, corny, and simply bad acting. One of the critical keys to being a great actor is to learn to listen effectively to the other actors in the scene. In the same way, you must be willing to honestly empathize and care for your clients and customers. A “glazed over” look during a business meeting can be spotted a mile away. You have to be sincere because sincerity can be felt. Study after study indicates that true integrity is the cornerstone of a successful personal and business life.

  » SURE YOU CAN CON YOUR WAY FOR A WHILE, BUT SOONER OR LATER (USUALLY SOONER) IT ALWAYS CATCHES UP.

  In the book Love Is the Killer App by Tim Sanders, chief solutions officer for Yahoo! (I love his title), Sanders shatters the theory that good business is driven by ruthless, coldhearted executives. The classic, tough, uncaring image of business is simply not true—especially if you want to inspire success—and Sanders does a brilliant job showing the difference integrity, character, and respect can make in the workplace.

  The problem is, everywhere you look today you can see a lack of integrity— even in the highest and most prestigious places of business. In fact, some of this country’s largest and most productive companies are collapsing due to a lack of integrity, and the ripples are being felt around the world. Sometimes it’s due to financial impropriety, sometimes sexual misconduct. Still others engage in deceptive promotion and selling. There are a million ways to damage your integrity, but building it back is something else entirely. Starting today, make integrity an important priority because once you lose it, it’s almost impossible to ever get it back.

  Real influence is about making a positive difference in the lives of people.

  When you leave a legacy of change in the lives of others, it is the most fulfilling accomplishment you will ever achieve. It’s not about looking inside at your problems and challenges, it’s about looking outside to help others.

  Life is a great big canvas; throw all the paint on it you can.

  —DANNY KAYE, FILM ACTOR AND COMEDIAN

  Understanding influence is a critical foundation for blockbuster success.

  No matter where you are in an organization, your actions touch people’s lives— either for good or bad. The jolts we’ve discussed in this book can change your life, and through the power of influence, they can change the lives of everyone on your team or in your company, your associates, and even your family.

  Now—from this moment on, I only have three rules:

  1. Reread key chapters that describe areas you’re dealing with the most. When we were kids in elementary school, if we wrote in a library book, we were in big trouble. But I’m inviting you to make up for lost time and go back and write in this book anywhere you like—scribble in the margins, make notes, and even draw pictures if it helps. Take a highlighter and mark specific passages that stand out for you, and note them for easy reference later. Reread chapters that you struggle with because this is a critical part of the learning process. Even after you finish the book, keep it nearby and scan your notes on a regular basis. It’s one thing to read something over, but it’s far better to make notes, re-scan the information regularly, and get it deep into your mind and spirit where these principles will be at your fingertips whenever you need them.

  2. Share this information on change with at least two other people. There’s an ancient oriental proverb that says, “You never really learn something until you’ve taught it to someone else.” I believe that with all my heart. When you share new information with others, it forces you to think about it and articulate it in a practical, informative way. Don’t be shy about sharing information on change because it can have a major impact on your future as well as the future of others. Begin sharing new information with friends and colleagues on a regular basis, and you’ll discover fantastic insight and suggestions coming back as well. I have friends who make a regular program of reading and discussing business books. No one person can read everything, so we divide and conquer. Each of us takes a book and teaches the rest of us all about it. We still usually end up personally buying nearly everything anyway because we’ve gotten into a habit of notating books and building our own business libraries for future reference. Discuss these ideas with your friends on Facebook, Twitter, and other social media platforms. Never forget— your value to an organization is your ability to have the answers. So do whatever it takes to become a valuable change resource for your company, your associates, and your friends.

  3. Never stop the journey of “change mastery” in your own life. The concept of “mastery” is something the ancients held in very high regard. Becoming an expert, being the best, or achieving greatness is all part of this concept, but true mastery is mental, physical, and spiritual. Mastery is a journey, so don’t think it’s something to ever be fully achieved, but rather, it’s a lifelong process of learning and growing. The great Russian novelist Leo Tolstoy said, “Everyone thinks of changing the world, but no one thinks of changing himself.” Always be open to new ideas, new information, and new ways of accomplishing your dreams. Shake things up. Jolt the thinking of those around you. Keep pointing out the elephants in the room. This is a spiritual journey that causes you to constantly evaluate yourself and your purpose in the world, and it should continue as long as you live and breathe.

  A blockbuster movie is a movie that dominates the competition, influences the culture, generates incredible income, sets records, and jolts the industry. A blockbuster life is a life that does all that and more. From this moment on, view every person and every situation you encounter through the eyes of change. Commit your life to embracing disruption and chaos as they happen and igniting change where it is needed.

  Either you decide to stay in the shallow end of the pool or you go out into the ocean.

  —CHRISTOPHER REEVE, ACTOR AND ACTIVIST FOR THE HANDICAPPED

  Change is about intervention. Rosa Parks sat in the back of a bus a hundred times in Montgomery, Alabama, before she made the decision to move up. That decision ignited a change that jolted a nation.

  Change is something that happens one person at a time
, in unexpected moments, and often has far greater impact than anyone could dream.

  As Gandhi said, “You must be the change you wish to see in the world.”

  The world is changing. Now, so can you.

  Be the change, make change happen, and never look back.

  Jolt your life!

  REVIEW

  Jolt Your Future

  1. In what areas of my life can I learn from failure? (Remember, a mistake is just another option.)

  2. It’s not about me. Who are the people who can perform on my team? Whom can I turn to for advice, creative ideas, and encouragement?

  3. How can I personally be a better team member?

  4. What kind of legacy will I leave?

  5. What can I do now to leave a legacy to be proud of?

  6. How can I increase the power and value of my personal influence?

  7. How can I use my influence to change my networks, my community, and potentially the world?

  ACKNOWLEDGMENTS

  Looking back to the the start of my career, this was not anywhere close to where I thought I would be at this point in my life. And yet I’ve had the remarkable opportunity to be married to a woman who was willing to stick with me for the duration. Kathleen is my wife, business partner, coach, and confidante and the mother of our children. Her influence on this book has been enormous, to the point of even letting me test some of my wacky theories out on her. To say “thank you” would never express the difference she’s made in my life, but if we sell any books, I’ll make it up with that vacation I’ve been promising.

  Our children, Bailey and Kelsey, and Kelsey’s husband, Chris, have lived with my travel schedule, and grown up with me bouncing around the world. In spite of that, they are living life to its fullest, and we couldn’t be more proud. Had I known they’d turn out so well, we’d have had a few more.