Dale Jr. is leaving Dale Earnhardt Inc. (Theresa) and becoming a free agent at the end of this year. The marketing machine is poised to go over the wall. The colour chips are jockying for position. Numbers hope to be the chosen combination. Manufacturers are smoozing. Owners are dreaming and fans are waiting to be “brand loyal”. As for the objects of our affection affixed with the number 8, they will be safely packed away, adjacent our shrine to number 3.

I was NASCAR when NASCAR wasn’t cool and I’ve enjoyed watching clever marketing push a southern, red-neck sport to mainstream popularity. Both NASCAR and Nextel have done well to bring in new markets and use technology to deliver the excitement to fans across the continent, in a relevant way. Its paid off. NASCAR is the most watched spectator sport in North America.

I can tell you from experience, a live NASCAR race is like nothing else. The rush of adreneline starts on the approach to the track. With branded hats waving, fans will their driver to the front of the pack, and pray the race won’t end under caution. As a spectator, it’s powerful to have 100,000 people follow your lead as you jump to your feet with a barely audible “uh-oh”.  While a scrape or two keeps things interesting, I don’t think crashes are favoured like a fight in hockey. NASCAR fans have seen too many bad outcomes and losing “your” driver is like a kick in the stomach, or lower. It takes a long while to regain your wind for the sport.

For most Senior fans, Junior filled the void left by his father. But Junior too is an intimidator, when he’s allowed to be. I can’t wait to see it happen, and get a new
t-shirt.

Related Link:  An amusing commentary on the Dale Jr. DEI split.

The wave is tumbling me head over heels. We are not alone for long in this life. Eventually someone will walk in and change our perspective, bring some new focus or outlook or force you to redefine yourself. If only I weren’t so sponge-like these days, I could avoid potential problems. If only I were a brick. Then, I’d stand still and let the wave rush over me, not budging, stuck, safe and sound. But that approach sounds like opportunity lost. So, I gather my brick and bring it tumbling with me. When I reach the other end, I’ll be strong again.

My focus has shifted. I feel lost, hitchhiking a deserted road back to my centre. I’ve moved away from orderly chaos to a place where everything feels clumsy. I think of my friend Kate and her little boys so often. Perhaps this is tipping me off balance. If so, it’s no sacrifice, it’s the least I can do from my helpless position. I actually feel purposeful sending light and love their way. Scouring her blog and flickr for news and photos, listening to every comment as though we are conversing in a room together. Showering Kate and Justin with surplus strength in case their tandem load runs low. 

Inevitably, as we pour ourselves into the lives of others, we snag an edge and hang around for a while, sometimes enjoying the break, sometimes envying freedom. Patience to this, move with the riptide and come out the other end with a deeper knowledge of what life is about.

My most recent homework is to determine my perfect career. Since I rescheduled this week’s appointment with my life coach—even my hair is taking precedence—I’ve given myself space on this. But, driving to work this morning, the words business development popped into my mind and something around that made me feel hopeful that I may be onto something.

Oh, and Heathertoo told me I looked slimmer…I hugged her.

I just learned my new friend had her twin boys prematurely. They cling to hope. White light, white light, white light. May the universe bring strength and healing to you all, abundantly.

My brother-in-law very matter-of-factly called me a rather unpleasant name yesterday. I was thinking, “WTF!?”, but my very calm response was, “is that how you are experiencing me, or is that how you are remembering me?”

The reason this exchange didn’t escalate into a domestic 911 emergency is because he’s known me since I was 9 years old, and I’m sure for brief moments during all these years, I’ve been a “LMIB” a time or two—especially during puberty and those confusing teen years, not to mention swelling to nearly twice my size…twice. Still no excuse to call me out, but I accept (not subscribe to) his foibles. I’ve known him a long time too and my memories of him aren’t exactly snow white.

This got me thinking. When building a brand, is it the experience we are trying to create or the memory of the experience? There are businesses I shy away from because I have a bad memory of them. Often when I give them a chance, my experience is good and slowly my bad memories are replaced. And if it’s done right, the new memories are more positive than if they had gotten it right the first time. Still, I tend to forgive, not forget.

Remember the Tylenol scare in the 80’s. My memory of that still makes me shiver when I grab the red bottle and often I’ll buy generic—and not because of the price. Intellectually I know everything is ok, but my memory rules.

Often though, the problem doesn’t even stem from the product or service. Sometimes it’s a seemingly minor touch-point that just doesn’t live up to the brand promise. I’m not a difficult consumer, but I do expect consistency and good customer policies—the first of which is the customer always has something valid to say.

The strongest trigger of memory is scent and scent marketing is happening all around us. In big-box stores, speciality departments will infuse a scent into the air to attract consumers to their product. Real Estate agents have been doing this for years—advising clients to bake bread or boil cinnamon before an open house. Scent marketing seems risky though, especially in this age of “noscents” and extreme intolerance.  While scent marketing is not really a practical tactic for the online arena, it is interesting. Besides, who said, if it can be dreamed, it can be done?

Great experiences give birth to great memories. Creating great experiences is within the direct control of every business. The resulting memories are personal and a lot more powerful.

By the way, my brother-in-law was remembering, not experiencing me and I’ll still be experiencing him—albeit, a lot less often.

I’m discovering an enviable place. It’s filled with passion, love and light that doesn’t dimmer, even when a storm raves. It’s where I want to be with all my heart. Open and full and still able to accept more. Where life is fun and joyful, serious but not dry, reaching not pulling and accepting not diminishing. Tears roll for the life I’ve created not wanted. There’s no blame, just acceptance and the lessons learned. Time moves me forward. I gather the greastest parts of me. My enviable place awaits. 

If we can’t remember, it’s better left forgotten. How did that go? I’m too tired to think past the moment, backward or forward. I’m staying here for a while and trying to refuel.

I wonder sometimes what it would be like if I could go back and veer in a different direction. A friend of mine told me that it’s a good idea to move around a lot in your career to experience different workplaces so you can truly recognize your worth and ability. I’m on career-place number two and the first lasted nearly 19 years. The ease in which I embraced my new surroundings is a bit of an amazement to me and proves my friend’s theory. The way I feel in this new role is miles ahead of where I was before and it’s just the beginning.

A dear friend and co-worker of mine is moving on for a year. She will place herself in a new world on Monday morning and our office will be far less inspired. Tonight we laughed and laughed to a comedic jamboree. It seemed a fitting send off—for laughter is the pillar of our relationship. We laugh at things that are funny, we laugh at the unexpected, and quite often the expected. We laugh until we cry and cry until we laugh. There’s a deep connection between our souls and it was evident on our first encounter. I’ll never forget the day I met Schmetta. But just suppose I hadn’t, what a huge piece of life I would have missed.

May your soul guide you to new heights and your wisdom continue to inspire the souls around you. With all my love. 

My life is a wonderful mix of everything. I devour the energy I receive from laughing with my friends. I love the excitement of new people and new projects. I’m filled with joy when my children smile. Watching my dog play renews my spirit. Being on or near the water is peaceful beyond my wildest dreams. The sunshine brings energy. The rain brings fertility. I’m full of life and life is full. I dream big. I expect the best outcome. I accept the possibilities. I see no limitations. Daily strife brings opportunity to grow. Being tired reminds me to sleep. May I sleep well tonight and tomorrow fully appreciate the mix.