September 30, 2007

I was recently introduced to the concept of “whuffie” by Tara Hunt, who blogs on interactive marketing at horsepigcow.com. Check her Future is Feminie blog entry
www.horsepigcow.com/2007/09/13/the-future-is-feminine/

Here, she talks about the importance of social capital when you’re trying to improve your reputation, your business, and your persona in general. In her remarks, she talks about how whuffie (wiki entry http://en.wikipedia.org/wiki/Whuffie) is an ephemeral but extremely important tool in your toolkit of ways to define success.

What does it cost you when there’s a product recall, or a failed presentation, or a loss of a client on your watch? What does it cost you when you are unable or unwilling to respond to customers or to associates and friends? What does it cost you when you refuse to share your gifts with nonprofits, community groups, or people who truly benefit from your knowledge?

Looking at it another way, how much do you benefit when your sponsor an upcoming event, put your name on the marquee at a charity function, or donate some of your products or services to a worthwhile cause? What is the tangible benefit when you offer a commentary or a column on trends in your industry? What is the change to your bottom line when you give some of your “mojo” away?

Tara’s theory is that market capital as a force is on its way out, and social capital is on its way in. This means that all of us do well when we start to cooperate, collaborate, and share (rather than compete, dominate, and exclude).

Here are some ideas for you to volunteer or share some of your gifts and talents with your community:

1) Volunteer. Give some time to a school, a youth group, a service club, a nonprofit, or another group that strengthens your community. Even a few hours a quarter makes a big difference. This is especially true when you’re feeling down and out: taking care of other people boosts your energy and your sense of connectedness. If you’re feeling needy, then help someone else out.

2) Tithe. Give away a little bit of your income and see how much better you feel in terms of your self-esteem and your self-worth. Rich people are able to share. Are you feeling rich?

3) Collaborate with associates. Do you often work within a circle of professionals or with a group of people committed to the same goal? Now is a good time to reassess your group interactions and see if there are people who benefit when you “bring them in.” For example, if you’re a caterer, you might consider doing some cross-promotions with your local farm CSA, your favorite event planner, your most reliable musician, and your favorite florist. You could organize a big bash together, invite everyone on your list, and give away a portion of any proceeds to a local community-based organization: you win, your associates win, and the local grassroots group wins.

4) Be creative. Women are excellent at networking, sharing, and finding solutions. We are creative when we find new ways to support each other. Here are some ideas, off the top of my head. Offer some childcare or organize a childcare exchange with a group of other moms. Create an online store featuring all your friends’ jewelry and art creations. Mentor a youth who needs attention and nurturing. Drop off healthy treats for the administrative staff at a nearby school or office. Run, walk, bike, or swim for charity.

5) Give something away. This is my favorite. You most definitely have something to offer. What can you give away (without going broke, as Tara points out!) What will you do to share your life with others?

“We make a living by what we get, we make a life by what we give.”
Sir Winston Churchill.