Of course, now as adults we’re supposed to be avid “networkers” with magical abilities to work a room like a pro. In fact, we’re supposed to talk to people we don’t know. We’re supposed to make eye contact with those other people hovering in line for the food as if they haven’t eaten in days. We’re supposed to go have coffee with those two people you just met! No wonder networking is so hard. We’re just doing what comes natural and NOT TALKING to strangers. Thanks Mom… for instilling in me this awesome feeling of uncomfortableness – this assumption that anyone new just might be “strange” and a bit creepy.

So how do we get past it? Here’s my #1 tip. Throw out the mentality of strange. Assume, for just a couple seconds that the person you’re about to approach is perfectly normal, delightfully interesting, and really wants to meet you! Granted, you might get disillusioned later, but in the process of dodging the “van drivers”  you might actually meet someone fabulous!

Is there anything wrong with healthy competition? Not at all! In fact, I’m a huge advocate. It’s one of the things that makes this country great! But you, your company, and especially your brand, should be able to stand on its own two feet. Attract your customer by luring them in with your benefits. Show them how life will be so much better if they choose you! Build brand loyalty based on character and authenticity.

Because honestly, if the only thing you’ve got is an insult for someone else, it’s only a matter of time before your customer finds something better….

As a business owner I have a tendency to hold meetings in coffee shops. They’re convenient, they’re relatively inexpensive and they provide a neutral ground. Usually, they’re quite conducive to getting work done, before, during and after a meeting.

Now I’ll admit, everyone that knows me, knows I’m a dedicated Starbucks fan. Or at least, I always have been — more on that later. But this particular day I was meeting with someone and our halfway point was not near a Starbucks, so we settled on Caribou Coffee. I arrived early, around 10:30am, and quickly staked out my spot at a table near the back. I figured it would be quiet, out of the way, and great for my meeting. Within minutes my counterpart arrived and we started our conversation over warm fragrant beverages.

Not long after our conversation began, it appeared that somehow something was spilled in the front of the store. A conscientious employee quickly went about cleaning it up. The vacuum of choice? A shop vac! A bit surprised by her choice of tools and the noise level associated, I told myself it would be over soon, and offered an apologetic smile at my guest.

We drank our beverages and waited for the noise to subside. But much to my chagrin the employee vacuumed up the spill and kept right on vacuuming. Apparently, she thought it would be a great time to clean the entire store. The other patrons and I exchanged glances as the vacuuming continued. The employee proceeded to vacuum under each table, and in each corner, obviously quite proud of her initiative and presumably thinking that this would shorten the efforts required later in the day.

What she failed to notice during her efforts were the irritated looks of several customers as each of our meetings came to a screeching and lengthy halt.  What she also failed to notice was the potential future negative impact. Was vacuuming the store at 11am in the morning really so bad? No. Was vacuuming it, in its entirety, with the loudest possible vacuum, with little regard for customers bad? Yes.

Not only was there a very apparent lack of customer focus, but my guest and I have probably re-told that story to at least 10 people. And now, I’ve even blogged about it.

Will it keep me from ever going to a Caribou again? Probably not. But it will definitely encourage me to continue to make Starbucks a priority. And in today’s competitive marketplace that’s often all the competition needs to get an edge.

How much is too much? I’ll admit it, when Hulu first came out I was a HUGE fan. As someone who’s long since tossed the TV in the house, the idea of watching current shows with limited advertising for free was very appealing. And at first, it was a wonderful idea. One forty five minute show, with a few commercials here and there and I even got to vote on whether or not I liked them and if not they would go away. Jackpot! I would fill my tv shows with the Geico gecko, tech gadgets, and only things I actually cared about. Oh Hulu, you and I were becoming fast friends. But like all good things it had to come to an end.

As Hulu ramped up more advertisers I quickly learned that they were a lot more interested in making a buck then in what I wanted to see. If I switched from watching Law & Order SVU to something a bit more family friendly it was no longer about my advertising preferences, but what Hulu wanted me to see. And what Hulu obviously wanted me to see, was Disney World. Two, three, four, and even five times per show. Disney World, Mickey Mouse, Cinderella, magic land, and whatever else there was at Disney World.

Obviously Hulu thought, based on my age, that my house was overflowing with little munchkins that should be carted off to the most magical place in the world. The problem with this mentality? There aren’t any kids in my house! And sure, I like Disney World as much as the next person, but I had no plans to go there. So after a couple fabulous Disney World commercials I told Hulu that ad wasn’t relevant to me. Then I did it again, and again, and again. But nothing would stop the Disney! Pretty soon I couldn’t even watch my show anymore because all I would see was Disney! And now? The last place in the world I want to go is Disney World!

It’s true that for advertising to be effective it relies on repetition. But how much is too much? And at what point do you go for getting attention to downright annoying? I’ve gotta say Walt… I expected better…