Headlines that Grab Attention

Young lady looking down at her phone smiling

Four Easy Tips to Capture Your Readers

If your headline doesn’t grab your readers’ attention in a few short seconds, you’ve lost them.

We live in a universe of scanners. No one has time to actually read everything that comes across our computer screens. So you MUST write effective headlines that pull them in. And you have one shot at it – exactly 3 seconds.

Here are some tips to get the edge on your competition:

1. Make the headline easy to read

When we scan, our eyes look quickly for certain words. If it looks complex – with big words that take focus and brain strain, our minds (perhaps subconsciously) tend to avoid it. So keep it simple. Make it easy to scan.

Instead of:

“Choose either pre-configured or custom-configured spaces for your equipment”

Simplify it:

“Standard or custom storage”

2. Lose the advertising hype

The internet has changed the way consumers want to hear messages. It’s no longer a one-way “push” campaign. Consumers want to be educated, engaged, and respected. We tend to tune out the old style “push” message. It doesn’t serve us!

Instead of:

“100% Opt-in Audience that has the Highest Response Rates, Guaranteed!”

Make it more believable:

“Need a reliable traffic magnet that delivers long-term clients?”

3. Include your top keyword

Ideally, it would be the first word in the headline. Both for the reader and for search engines, this gives weight to the topic of your text. If not the first word, place your top keyword as close to the beginning as possible. This gives the reader assurance that they’ve landed on the topic they’re looking for.

Instead of:

“New gel guaranteed to cure athlete’s foot”

Try:

“Athlete’s foot cure – guaranteed”

4. Use subheads

This tip is perhaps the single most important thing to KEEP the reader engaged.

If you grab their attention in the headline, you want to immediately draw them in on the subhead! Like a one-two punch, deliver the subhead with intrigue, and promise value in the text below.

Using the previous headline, try a subhead like this, which gives the benefits of the promise:

HEADING: “Athlete’s foot cure – guaranteed”

SUBHEAD: “Quick results, no mess, and low cost! Learn more here.”

(Thanks to Ginger Makela at Google for the inspiration.)

Do you have any MAGIC BULLETS for effective headline writing?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Welcome to the Career Management Blog!

Hand writing a welcome sign on brown papers

I’m Marcia Zidle and I’m the host of this blog. You can read more about me next to my picture in the sidebar. This blog will be about various aspects of career management, will focus especially on practical tips and tools, and will include posts from guest writers. You can learn more about this blog by clicking on the About link just under the header.

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Welcome!

For more resources, see the Library topic Career Management.

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Marcia Zidle, a certified career strategist and business coach, works with high potential, high impact executives, managers and professionals to advance their careers and grow their leadership capabilities. As founder of Leaders at All Levels, Marcia helps clients revitalize, reposition or retool their careers for the constantly changing marketplace by ensuring they have the right priorities, right performance and the right plan. That’s the recipe for success.
Email Marcia@MarciaZidle.com .

Women, Power, and Leadership (by Kathy Curran)

A woman CEO in her office

Introduction

As the last forty years have demonstrated, women have successfully become players at many tables in the business and professional worlds. Increasingly, more women are moving to the head of the table as well. But this can still be a bumpy road for many otherwise capable, talented female leaders: the glass ceiling still seems to be there, only now we can see women on the other side and wonder why we can’t make it ourselves.

The main premise of this blog entry is that among all the leadership skills taught to prospective female managers and leaders, education in the successful use of personal and organizational power is still sorely lacking. It is well accepted that the skills that enable a person to excel in their chosen field are very different than the ones necessary to lead and manage others. However, for women, the challenge is different than for men, not necessarily only because of possible discrimination, but because our socialization still does not prepare us to handle organizational power and influence well.

Organization Politics and Power

The type of power I am referring to is organizational political power. Although organizational politics is often cast in a negative light, I maintain that politics is a neutral term, that its skills are useful if not mandatory for organizational success. The negative cast enters depending on how one plays politics, not whether. The term politics refers to a system of reconciling divergent interests through the use of consultation and negotiation. This political negotiation happens at the intersection of stakeholder relationships among interests, conflicts and power. To work out a successful acquisition for an organization, to lead an organizational change, or to manage the many disparate abilities of direct reports and/or departments require the ability to successfully navigate and master the currents of stakeholder interests, conflict and power.

For women, though, the foundational abilities on which organizational political prowess is developed are still not ones most of us are socialized to acquire, because much of the tacit understanding of these skills is based on participation in masculine subcultures. Negotiating, depersonalizing, reframing, risk taking, strategizing, competing and mastering the unwritten rules of the organization come harder to us than for many of our male counterparts.

Stages of Power

Hagberg (2003) posits that this occurs because of difficulties in transitions between one stage of power and the next. According to her, there are discernible levels of organizational power that one must master to be successful in one’s career. Stage One she defines as Powerlessness. For the purposes of this blog, we will not delve into this stage. Stage Two, Power by Association, is where we learn the skills and abilities of our chosen profession – to become competent as a marketeer, a teacher, an engineer, etc. It is characterized by apprentice-like behavior: as we try to understand and make individual contributions to the organization or profession to which we belong, we look for a powerful other(s) to emulate.

After mastering this stage, we transition to Stage Three, Power by Achievement, as we begin to move up the ranks of the organization. This heralds the beginning of our management career. This stage calls for independence in thought, action, and decision making, taking risks, understanding the unwritten rules of the organization, ability to negotiate, strategize, compete, build effective coalitions, play as a part of a team, and maintain a healthy balance between self interest and the good of the organization.

Hagberg generalizes that Stage Two power accentuates what could be called a more feminine expression of power, whereas Stage Three calls for a more masculine demonstration. For men, moving from Two to Three is the easiest transition among the stages: they are socialized to expect that they will move from Stage Two to Stage Three, and if they are talented, other male hands reach down to help them up. For women, Hagberg asserts that this transition is the hardest: some of the agentic, individualistic skills that are demanded by Stage Three are more foreign to our upbringing and to how we’re shaped by culture.

Conclusion

Therefore, to excel as managers, we need to pay more conscious attention to learning these skills. Reflection, role playing, peer coaching based on an understanding of the types of skills needed to excel at Stage Three all become useful tools in the acquisition of what have traditionally been thought of as masculine-identified traits.

What does this mean in terms of the feminine strengths we can bring to leadership? Are they not important as well? More about that in a forthcoming post . . .

Reference

Hagberg, J. (2003), Real Power: Stages of Personal Power in Organizations, Sheffield Publishing Company, Salem, WI.

Author

To learn more about Kathy Curran, PhD, and her upcoming workshop, Using Power in Relationships with Women and Men at Work, go to her website at www.powerandleadership.com or contact her at 651-293-9448 or kcurran@powerandleadership.com.

Constructing The Gift Table

a-business-woman-constructing-a-gift-table-for-a-campaign

“Hank,” the email said, “can you send me a gift pyramid that my organization can use in preparing for a capital campaign.” My response leaned somewhat toward the academic….

Gift Tables and Pyramids are great fundraising tools, but their construction and usage are often very much misunderstood. They are most often associated with capital campaigns, but are also great tools for major gifts fundraising for “fiscal year fundraising,” and even for major events.

There is, however, no such thing as a standard gift table. You may find many examples of gift tables in texts and in articles on fundraising, but they are examples, and not to be assumed appropriate for every circumstance/situation.

An “idealized” Gift Table (as follows) has as it’s top gift an amount that is 10-15% of the overall goal, with the bottom gift being no less than 1% of the goal. For a million dollar goal, therefore, that’s a top gift of $100,000 to $150,000 and a bottom gift of $10,000.

BUT, what if there’s no one on your list of prospective donors who can give at the 10% (or more) level? Clearly, then, for your gift table to be a useful/useable tool, the top gift has to be less than 10%. In fact, the top gift can only be as high as the highest gift you’re likely to get when you’re working toward your fundraising goal; and, all of your fundraising efforts must be able to obtain the number of gifts specified at each level of the pyramid.

All of the levels on a Gift Table must represent reality.

So, how do you construct a realistic Gift Table?

You, or your (fundraising/development/major gifts/events) committee must sit down and take a serious look at all of your potential donors – to be sure they’re really potential donors, see (https://staging.management.org/blogs/fundraising-for-nonprofits/2010/06/15/who-is -a-major-gift-prospect/). Then, based on prior giving and on what other information you have about each prospect, you “attach” a dollar figure to each name on your list – said dollar figures to represent what you and the committee believes is a realistic likely gift from each listed person.

Your Gift Table is constructed from those figures. The top and bottom numbers and the steps you pick for the various levels of your pyramid must be based on the committee’s discussions. You may wind up with a lopsided gift table but it will reflect reality.

One caution, if you can’t construct a Gift Table that will add up to your goal, it is likely that your goal isn’t realistic.

Oh, yes, one other thought: Having constructed your initial Gift Pyramid, you’re not finished; you will need to update/revise it as additional information becomes available. Where the Gift Table should represent the most up-to-date information/circumstances, you don’t have to get compulsive about it !!

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My posting, next Tuesday, will address the use of gift tables in specific circumstances … event planning, major gifts fundraising, capital campaigns, and asking for the gift.
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Have a comment or a question about starting, evaluating or expanding your fundraising program? With over 30 years of counseling in major gifts, capital campaigns, bequest programs and the planning studies to precede these three, I’ll be pleased to answer your questions. Contact me at AskHank@Major-Capital-Giving.com
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Have you seen The Fundraising Series of ebooks ??
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If you would like to comment/expand on the above, or would just like to offer your thoughts on the subject of this posting, we encourage you to “Leave a Reply” at the bottom of this page, click on the feedback link at the top of the page, or send an email to the author of this posting.

Exit Quietly

An exit signage

Good crisis management is rarely about attracting a lot of attention and staying in the news. In fact, many fine examples of crisis management have gone nearly unnoticed except for the parties involved. This quote from a NY Times article explains:

“Companies that typically handle crises well, you never hear about them,” says James Donnelly, senior vice president for crisis management at the public relations colossus Ketchum, who — like many practitioners contacted for this article — required elaborate promises that he would not be portrayed as speaking about any particular company. “There’s not a lot of news when the company takes responsibility and moves on. The good crisis-management examples rarely end waving the flag of victory. They end with a whisper, and it’s over in a day or two.”

While “over in a day or two” may be a slight exaggeration in most cases, it is true that most successful crisis management campaigns do not end with a bang. The media has little interest in continuing to hammer an organization which is committed to honesty and making amends, so the issues of those involved are settled and public interest tapers off. Additionally, in some cases, we crisis managers are able to actually help a crisis-struck organization avoid news coverage altogether.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc. , an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]

Overcoming Social Media Concerns

Social media icons on a mobile phone screen

One of the biggest concerns companies have about venturing onto social media is a fear that detractors, competitors or others who dislike their brand will comment publicly, venting their problem and leaving open the door for a lot of negative viral buzz. Their thinking is that if they aren’t on Facebook, Twitter, YouTube or any of the other major sites, those naysayers or disgruntled types will have no public venue through which to flog them. The fatal flaw in this strategy is that angry consumers or clients don’t need a home base through which to damage a company and its reputation. They have their own home base through their individual social media platforms.

This quote is from a featured article in the latest Crisis Manager newsletter. Written by much lauded online branding and marketing expert Cindy Ratzlaff, the article explains in clear terms why avoiding social media not only fails to stop stakeholders from speaking poorly about an organization but actually inflames what would otherwise be minor issues because they are left unheard and unresolved.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc. , an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]

Top Viral Ads of All Time

Astonish woman with shocked expression

Fascinating! One of the most fun and challenging aspects of marketing – now exposed. Ad Age magazine just published their professional look at successful viral ads.

According to Ad Age reporter Michael Learmonth, 100 million views is the top tier of viral. The very top of the top is, “Will it Blend?” by Blendtec. It’s a brilliant creative that’s been around for four years. The company found a winning formula and stuck with it.

Interested in tracking the top viral ads? Keep this link among your favorites and enjoy the wonder of those who achieve the top viral distinction – against all odds: Ad Age’s Viral Chart.

The Top 10 Viral Videos of All Time

Brand Campaign Agency All Time Views* Launch Date
Blendtec Will It Blend? In-house 134,256,499 10/30/06
Evian Live Young BETC Euro RSCG 103,867,704 6/4/09
Old Spice Responses Wieden & Kennedy 57,132,669 7/12/10
Pepsi Gladiator AMV BBDO 46,742,892 1/1/04
Microsoft Xbox Project Natal World Famous 42,698,599 6/1/09
Dove Evolution Ogilvy & Mather 41,100,418 10/1/06
T-Mobile T-Mobile Dance Saatchi & Saatchi 35,487,575 1/15/09
Doritos Crash The Super Bowl 2010 Goodby Silverstein & Partners 34,168,845 1/5/10
Old Spice Odor Blocker Wieden & Kennedy 33,986,750 3/31/10
DC Shoes Gymkhana Two In-house 32,872,531 9/3/09
Source: Visible Measures

For the full Ad Age article, see The Top 10 Viral Videos of All Time

How to make an ad go viral

Your marketing message doesn’t have to be a video to go viral – but it helps. Basically, several common elements are essential to launch your ad to viral status.

  1. It’s emotional. Both positive and negative emotional experiences are ripe for passing around. In fact, the more emotionally intense, the greater likelihood that it will travel.
  2. It performs a public service. “Just click here and this sponsor will donate a can of dog food to the rescue shelter. Then forward to six friends.” Awwww. Who can hit delete?
  3. It’s funny. We all need an ear-to-ear feel-good during our harried and overwhelming schedules.

What’s your favorite viral ad? Why?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Coaching Your Top Performers

A coach with his student

A guest post by Terrence Seamon

I recently watched a documentary on TV about the finalists in the 2009 international Van Cliburn piano competition held every four years in Fort Worth, Texas. These young virtuosos were incredibly talented, the best pianists in the world from many countries including the U.S., Japan, Russia, China, Italy, South Korea, and Bulgaria. Extraordinarily competitive, hard working, and driven to be the very best, these world class musicians are top performers. And they thrive on performing, practice, coaching and feedback.

We have all known top performers. Some of us have even been top performers at one point or another. Top performers, such as the Van Cliburn pianists, your top salespeople, or a rising star with “hi-potential,” can benefit by coaching as much as anyone. Perhaps even more so if you look at the parallel to the world’s top athletes, e.g. Olympians. Every skier, skater, swimmer and diver that competes in the Olympics has a coach and receives coaching. Although these athletes are the very best in their respective sports, they are driven to stay on top, to enhance their performance, to learn new things, and to stay mentally tough and focused. So they “get” the value of coaching.

In business organizations, Managers are often at a loss as to how to coach these “stars,” especially those that seem arrogant and immune to influence and change. Yet those employees need coaching as much as anyone. The key is to understand them, especially their needs and drives. And apply such principles as:

Communicate and Connect – The only way to know what your top performer needs is to connect with her and open a channel of honest communication between you. Get to know the top performer. Learn about her goals. Ask how you can support her. Build trust.

Ask for their ideas – Top performers get to the top by consistently delivering superior results. They are also constantly improving what they do. Seek their ideas for improvement. When you are faced with a thorny problem that has no obvious solution, ask the top performer for their thoughts.

Utilize their capabilities – If there is one thing that top performers hate, it is to be under-utilized. Challenge them and push them. Keep raising the bar.

Show your appreciation – Do you want to retain your top performer? If so, let them know you appreciate them and the contribution they make to the team and to the organization.

Expose them to new – Top performers love to learn new ways, especially if they sense that the new approach will enable them to stay at the top in their field.

Recently on LinkedIn, someone asked: What do you do if a top performer is resistant to being coached? Should you simply get out of the top performer’s way? Should you “carry water” for them? Cater to them in order to keep them happy and prevent their jumping ship?

There is always a need for coaching, in my mind. But it’s vital to assess what the performer most needs. Without a clear and agreed upon need, this star performer may just get irritated with you. And they may resist your coaching. Ask yourself: Could the behavior that seems to signal “resistance” be something else? Could it be impatience? Could it be arrogance? Maybe the performer is unconvinced that the coach has anything of value to offer.

Coming back to the Van Cliburn winners, the three medalists were selected from 12 finalists. As the documentary unfolded, the filmmakers gave us a profile of each competitor. While nearly all fit the profile outlined above, there were a couple who did not. Yes, they were incredibly talented and Olympian in stature on the world classical music stage. But they were full of themselves. They wouldn’t listen. They were resistant to coaching. And they lost.

For more resources, see the Library topic Personal and Professional Coaching.

Leading Dynamically: Achieve What Others Say is Impossible

A dynamic leader having a meeting with his team members

Written by Kristine Quade, JD, MSOD, HSDP

Environmental conditions are changing rapidly; in these shifting conditions, traditional leadership models are not working. Information is available to everyone, at any time. Social networks are eroding the established hierarchy. Product development cycle times are increasing at a shocking pace. Market conditions are being set by a different set of rules. How can any modern-day leader function effectively given these enormous challenges?

In these turbulent times where outcomes are unpredictable, those who lead dynamically are succeeding. Dynamical leaders pay attention to three conditions to ensure an effective, highly functioning organization: coherence, resilience, and fitness. The leader who masters these conditions will achieve what others say is impossible!

Coherence

Coherence can be thought of as an interdependence of parts. An organization needs to be coherent with market conditions to remain a player in a given strategic space. Departments need coherence to ensure a strong coordination of activity. Teams need coherence of behavior to effectively work for the organization’s benefit. Patterns that build coherence are those that keep communication open and honest, ensure clarity of roles and responsibilities, build shared identity, and create a rhythm of high performance.

Resilence

Resilience is the ability to integrate, re-calibrate and recover quickly when challenged. The normal inclination is to fall back to familiar ground, carefully exploring until the change becomes familiar once again. Resilient leaders are constantly placing themselves in unfamiliar conditions, stretching their capacity to absorb and adjust. They seek what is different in perspective, approach, or opinion; connect across boundaries; and explore new ideas and technologies like a curious scientist. Resilient leaders are constantly looking for constraints in their thinking, decision-making, relationships, and behavior. They actively explore their filters, viewpoints, and judgments, constantly seek ways to break constraints and keep themselves open and adaptable. Patterns that build resilience include utilization of multiple perspectives, ongoing learning, and establishing feedback mechanisms for recycling learning back into the system for continued expansion of potential. The cycle of exploration and knowledge generation comes from external markets, interactions with customers, attention to shifting conditions, and curiosity of teammates. A resilient leader notices patterns of creativity, exploration, collaboration, and integration.

Fitness

Leaders who understand fitness are not thinking about athletics. Instead, they are constantly scanning their environment for potential surprises. They regard blips and trends as pieces of a larger puzzle to be solved. They know that these changes offer valuable information that beckons them to make meaning for their organization. These leaders have inquiring minds and seek to build organizational cultures that candidly talk about what is being noticed, are patient with different perspectives, and discern emerging patterns from random blips and trends.

How does paying attention to coherence, resilience and fitness ensure the capacity to accomplish what others think is impossible? Some leaders choose to focus their attention on building coherence. They focus on clarity of mission, vision, values, process improvements, performance objectives, and measurements. YES! These are needed and necessary. But they are not the only conditions for success. Coherence forms the ground floor of an effective organization, but what keeps an organization alive is resilience and fitness—the ability to adapt to what is important.

Sad as it may be, the environmental conditions we are experiencing now prohibit many organizations from developing a five-year strategic plan that is fully executionable. Dynamical leaders know their approach to business opportunities require constant vigilance for shifting environmental conditions and the ability to adapt with urgency. Operating in these conditions means that leaders must expand their focus grow their organizations capability to be resilient and fit into an environment of rapid change.

If you wish to learn more about this type of thinking and how to become a dynamical leader, check out the schedule for presentations and/or workshops on http://www.DynamicalLeadership.com .

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Steve Wolinski provides leadership development, organizational change and talent management services to numerous public, private and non-profit organizations. Website, Email.

Choosing Happiness

The words "choose joy" written on a paper

There are plenty of things to worry us, just turn on the TV or radio news. During times of uncertainly or stressful work conditions, it’s easy to get overwhelmed and forget who you are as a spiritual being. You may be asking, ‘OK, how do I feel happiness when I have deadlines in front of me or we are buried in work?’ I suggest you look at what you are bringing to the table. Look at how you are demonstrating happiness at work. When you bring your Light to work, you light up the workplace around you.

Think of three things you can do this week to bring your Light to work. Maybe it’s something small like smiling when you see a co-worker who’s stressed, maybe it’s offering to help someone on a project they are working on. Maybe you need to stretch yourself somehow to show you care about someone at work. Look around your workplace and be intentional this week to do some small act of kindness. You’ll feel better by doing it. Then when you catch yourself upset about something, choose happiness. Ask yourself, how can I choose happiness (joy, love, peace) over this? Caroline Myss reminds us, “Happiness is an inside job”.

Next time you go into a meeting, pay attention to whether you are worried or looking for good things to happen. You solicit more ideas and information when you believe someone has something positive to contribute. The Self-fulfilling Prophecy is powerful- what you expect is usually what you receive.

Think of a time recently when you responded to someone’s questions and ideas- was it with a sense of caring and understanding or was it with a sense of tension and fear? I’m guessing you are more open to hearing people’s ideas and seeing new possibilities when you are in a positive frame of mind than when you are worried, grumpy, or frustrated. You’re far more likely to get someone to help you out or focus on your needs when you are open and supportive of them.

Positive Psychology is the scientific study of the strengths and virtues that enable individuals and communities to thrive. It has three central concerns: positive emotions, positive individual traits, and positive institutions. Martin Seligman, considered the founder of Positive Psychology, has written extensively on Authentic Happiness as a way to feel more satisfied, to be more engaged with life, find more meaning, have higher hopes, and probably even laugh and smile more, regardless of one’s circumstances. What helps you be authentically happy?

I’ll end with this quote “ Happiness is best kept when given away”. When do you give away your happiness? Let us know what happens when you do. Enjoy the journey!

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For more resources, see our Library topic Spirituality in the Workplace.

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Linda is an author, speaker, coach, and consultant. Go to her website www.lindajferguson.com to read more about her work, view video clips of her talks, and find out more about her book “Path for Greatness: Spirituality at Work” available on Amazon.