First Edition © 2001
Second Edition © 2011-2012 Jeff Tobe. Printed and bound in the United States of America. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by an information storage and retrieval system—except by a reviewer who may quote brief passages in a review to be printed in a magazine, newspaper, or on the Web—without permission in writing from the publisher. For information please contact Coloring Outside the Lines, 514 Cavitt Avenue, Trafford PA 15146.
Although the author and publisher have made every effort to ensure the accuracy and completeness of information contained in this book, we assume no responsibility for errors, inaccuracies, omissions or any inconsistency herein. Any slights of people, places or organizations are unintentional.
First printing 2001
Second printing 2001
Third printing 2002
SECOND EDITION printing 2010
Print version: ISBN 0-9662689-2-X
Print version: LCCN 00-133195
eBook Version: ISBN 978-1-61339-295-9
ATTENTION CORPORATIONS, UNIVERSITIES, COLLEGES AND PROFESSIONAL ORGANIZATIONS: Quantity discounts are available on bulk purchases of this book and the book can be completely customized for your organization to fit specific needs. Contact us at 1-800-875-7106 or at Coloring Outside the Lines, 514 Cavitt Avenue, Trafford PA 15085
To the primary colorers in my life …Judy, Maya and JordanThanks for always putting up with my coloring!
And to my Dad…I never did get you that white Cadillac, but I got to mention you in my book!!!!!!!!!!!!
CONTENTS
On competition and changing the way you look at business
Do people go out of their way to do business with you?
As long as your goal doesn’t change and they use the tools you give them…
Reframing the problems you face in business
How to see the invisible in your business
If It IS Broke, Don’t Fix It…Yet
Stop trying to solve your clients’ challenges too quickly
Shattering the stereotype of doing business with you
How to get “buy in” once you are creative
To Err is Right…or, At Least Necessary
Taking the fear out of the creative process
The “Rule of 33” when it comes to ‘brainsparking’
Get outside your comfort zone to look for answers
See the world through your clients’ eyes and change your perspective
The real scoop on Benefits vs. Features in your business
Re-creating the category in which you currently compete