To quote one of the great leaders in sports, Vince Lombardi, and to summarize leadership guru Warren Bennis, "Leaders are made, they are not born." Believe it or not, learning what it takes to be an effective leader is right at your fingertips:

Center for Creative Leadership (CCL): With five campuses in North America, Asia and Europe, since 1970 CCL has been the leading nonprofit institution dedicated exclusively to leadership. CCL's publications, webinars, training programs, research and scholarships have helped leaders, companies and organizations worldwide.

Junior Chamber International (JCI): JCI brings together young leaders and entrepreneurs from more than 110 countries and a broad range of occupational and business backgrounds. The goal is to meet like-minded individuals and learn new skills to enrich your personal and professional lives, whether you want to start a business, train others, be strong leader or improve your skillset. JCI also publishes Leader magazine twice per year, which you can read online.

The Center for Public Leadership (CPL): Located at Harvard's John F. Kennedy School of Government, the CPL hopes to bring together leadership theory and practice with its various programs. In addition to the courses, scholarships, fellowships, executive programs for leaders and future leaders worldwide, there are also publications, international conferences and public events, including conversations about leadership with some of the world's foremost scholars and practitioners.

Books by Tom Peters, including In Search of Excellence (with Robert H. Waterman, Jr.): Considered a leading expert on business management, Tom Peters has written 10 books including In Search of Excellence (1982), The Pursuit of WOW! (1994), and Talent: Develop It, Sell It, Be It (2005). His impressive background includes an undergraduate degree from Cornell, MBA from Stanford, several honorary doctorates, a member of the U.S. Navy, a senior White House drug-abuse advisor (1973-74) and employee at McKinsey & Co. (1974-1981) where he became a partner and Organization Effectiveness practice leader in 1979.

YSN Groups: If you are a leader or member of an organization, you can also cultivate your leadership skills on YSN and create a group for others to join. YSN Groups is a great tool for not only managing and communicating more seamlessly with your members, but also for teaching, learning, exploring and discussing different ways of extending your reach out into the world. By sharing what you're doing with everyone at YSN, you instantly get us vested in your success and your leadership efforts as well, so take advantage of that!

Let's face it: the holidays can be a depressing time of year, especially if you are single. It seems like every commercial shows lovers giving diamonds for gifts, and then you want to figure out who you are going to kiss on New Year's Eve – not to mention that the cold weather itself makes you want to snuggle with someone by a fireplace! It comes as no surprise that "Find My Soul Mate" ranks in the Top Ten of New Year's resolutions (plus Valentine's Day is a few weeks away). While finding a soul mate is a tall order before midnight on December 31, finding love isn't. Look around you! Truly appreciate your family and friends for being in your life, and give yourself a warm hug for accomplishing as much as you have so far. You did all of that without your soul mate, so kudos to you! Being grateful is the easiest way to stop feeling sorry for yourself in the romance department, so write down everything you appreciate in your life and memorize the list.

At the end of the day, you're never going to be truly satisfied if you are not happy with yourself in the first place. Treat your time in the single zone as precious time for yourself to really get to know who you are and improve life on your own. It will make adding someone special into the mix not only be easier, but hopefully make for a much sweeter partnership, too.

Okay, yes, we know a lot of you might brush this feel-good, love-what-you've-got notion aside, so we'll throw in some practical advice to finding a New Year's date:

1. Go online — everyone else is doing it! Sign up for eHarmony, match.com, JDate.com (Jewish), Black Planet (African American), Christian Connection (UK) or any other reputable dating site.

2. Cruise Craigslist or any other classified ads, if you are daring.

3. Ask your friends to set you up.

4. Try Speed Dating: Increase your odds by dating as many people as possible in a short amount of time! Check out HurryDate or 8 Minute Dating, and if you are outside the United States, try 25 Dates (Canada) or SpeedDater (UK).

5. Look at your friends. Could you date any of them? What about the family members they have in town for the holidays?

6. Be proactive! Grab the bull by the horns and introduce yourself to as many people as you can! Your best bets include church functions, holiday parties and volunteer opportunities, but if you must, bars, grocery stores and coffee shops will do, too.

No, this is not a how-to on emptying your suitcases – unless we're talking about the ones storing your past hurts and mistakes. Look at it this way: Are you going to climb a mountain easily with a big fat suitcase on your back? Not a chance! So why are you trying to master life's obstacles when you're carrying a great big bag of "the past" around?

Sure, we've all made mistakes, and we've all been hurt, but by letting those things fester and eat away at us, we take away from the joy of living, and live in the past instead of enjoying the present. That definitely puts a damper on building a future.

If it's time to lighten that load a bit (and it is – we promise), here are some ways to mentally "clean out" and throw away the things that might be holding you back from your Ideal Life:

1. If someone upset you in the past (whether it was last week or when 15 years ago), and you have no way of contacting them, it's still important for you to make your peace with the situation. The easiest way to let go is to put it in a letter. You can then burn it, shred it, mail it to the North Pole or whatever you like, but get it out of your head and let it go! This is a great method for those people from your life who have passed away, or those you met when you were very young and are now far away or out of touch. Stop letting them have power over you and tell them off!

2. If you are the cause of something upsetting from your past – let's say you made a costly error in your business, or didn't get the promotion you wanted because you slacked off at work – forgive yourself and let it go. Learn from the mistake and just move on to the next challenge. For some of us this is easier said than done, because given our drive we want to be right all the time, and make the best possible choices; but to continue to beat ourselves up does nothing to improve the present.

Keeping track of the trends is recommended whether you are sitting in class or in the executive boardroom. But how exactly are you supposed to leverage your knowledge of trends?

Being in-the-know will help you to:
1. Advance your career and stay ahead of the competition by knowing what skills you need, which computer programs to master and events to attend. For example, if you know that your industry standard is to use Macs, head to a library and start familiarizing yourself with them.

2. Make a job interview or cover letter more memorable by sharing your industry/company/field insight.

3. Understand where the opportunities are by seeing where the industry is headed. You can find out in advance which departments oversee the job you want, and figure out which companies are hiring and for what positions.

4. Stay a few weeks/months/years ahead of what's happening in product development, design, advertising, marketing, public relations or any other campaigns by knowing where to focus your efforts. This is also true for Wall Street, real estate, politics, medicine, sports, recruiting and almost every industry and field you can think of.

5. Develop your credibility. It's unlikely that you will establish yourself as an expert overnight, so get used to discussing trends with other people in your industry, on discussion forums, at events, or even by creating a blog or website. Hand out your business card, e-mail links and articles, or whatever else it takes to establish yourself as one of the go-to people for the latest news.

Settle down, Paris Hilton and Lindsay Lohan, we're not talking about you! If you are eager to change jobs (or need one really quickly!), the holiday season offers a golden opportunity to put those wheels in motion. Think about it: There are so many parties and gatherings happening this time of year that you can meet just about anyone you need to in order to advance your career or business! And best of all, you can do so in a casual, merry setting where people are ready to relax and socialize. Here are some ways to maximize your presence at those gatherings:

1. Take the opportunity to start a conversation with that agency VP you've been eager to meet or, if you are the host, be sure to send invites to your important clients and the people you want to impress.

2. Find out if your local young professionals association or other industry/career organization is hosting a holiday event open to the public. It's a great opportunity to meet, learn and network!

3. Keep things casual. Don't delve into business talk now – use this time to establish a relationship with the person instead. Remember, the best jobs are never advertised, so by using your social savvy to make those important connections, that golden opportunity might just come across your desk when you least expect it!

4. Remember to bring your business cards, collect cards from others, and above all, follow up!

What's in a name? Everything! While picking a name for your business may seem like an easy task best undertaken with a group of friends and a pitcher of beer, your business name is an important and fundamental part of your business identity. Here are some tips to help you come up with the perfect name:

1. The more the merrier: So maybe getting your friends together for a brainstorming meeting at your local watering hole isn't such a bad idea. A good starting point is to have your friends, coworkers and family help you come up with a list of possible words, phrases and ideas that you can use to hone in on the name you want.

2. Payne Dentistry? Crooks Accounting? Think again. One thing to watch out for is potential problem with word play. Once you have a shortlist of possible names, think about how those names could be misspelled or misunderstood.

3. Don't be generic: Your name is a reflection of your business. Unless your business is boring, generic and offers no new ideas or solutions, avoid generic adjectives. Another good idea is to also avoid acronyms. It may have worked for IBM and AT&T, but chances are your small business doesn't have the marketing muscle to make your acronym a household name.

4. Don't be spellbound: You may be able to spell Brzyniakovich Accounting, but your clients may just be confused instead. Don't be afraid to ask your friends and family to try spelling your potential names. If they goof, it may be time to move on.

5. Check please! Once you've picked the perfect name it is time to make sure someone else hasn't beat you to it. The best way is to ask Tess — the Trademark Electronic Search System. Run by the United States Patent and Trademark Office, Tess searches already trademarked names that might be off limits to you. One thing to note, however, is that Tess can't catch everything. It is well worth the investment to hire a law firm to do a full trademark search to catch every potential conflict. Don't forget to check domain availability as well, because if you've come up with a great name and someone already owns the domain, you'll need to buy it from them (and that's not always cheap).

Speaking more than one language can take you really far in business – and we mean that literally. With more companies than ever before having overseas offices and signing international business deals, being able to habla Espagnol, parlez Francais or spreken sie Deutsch can determine whether you're getting a cubicle in Colorado or a cushy corner office in Costa Rica. If eager to learn a new language, brush up on the Japanese you studied in college or impress new clients with a few key phrases, here are a few tips on speaking in different tongues:

Take a class. Pull out the Yellow Pages and find a language academy in your area, like the ABC Language Exchange in New York, San Francisco and South Florida or Language Door in Southern California. They usually offer classes in several different languages at every level of fluency. If online learning is more your style, there are a lot of computer programs (e.g. Rosetta Stone) and online courses available. Also check in with local community colleges and four-year universities since most offer affordable, short-term extension programs.

Turn your car into a classroom. People spend an average of 25 minutes commuting to work, so instead of sitting in your car letting the road rage buildup, why not be productive and learn a new language? Stop by a bookstore and pickup a language CD or cassette (hey, some cars still have cassette players!) program by Living Language, Pimsleur or Travelers Language Course. You can learn anything from Arabic to Yiddish, from beginner to business traveler. Stop by LearnOutLoud.com for a comprehensive selection of audio and video learning, including audio books, MP3 downloads, podcasts and videos. Don't forget to look on iTunes for the latest language podcasts as well, which are often taught by language teachers. Some podcasts, like Notes from Spain, even come with supplemental instructions for independent study.

Immerse yourself with the help of books, films and music. A lot of immigrants to the United States say they learned English by watching television. Pick up a book (and a dictionary), watch a foreign film or listen to some tunes by an international superstar. You'll find yourself singing along or repeating memorable lines in no time.

One for me, one for you. When it comes to languages, you have to practice, practice, practice! Join an online language exchange program like Shared Talk, My Language Exchange or Tandemcity and make friends with people who speak a language you want to learn – and who want to speak yours. For example, an English speaker who is learning French can exchange words with a French speaker who is learning English. The sites guide participants through various activities, discussion boards or chat rooms, and can even hook you up with a penpal!

Feed yourself to the lions. The absolute best way to learn a new language to put yourself right in the middle of it. Plan your next vacation to the language's motherland, learn a few key phrases (How much? Where's the bathroom? Help!) and promise yourself not to speak a word of English. You'll be amazed by how much you pick up.

We strategically plan for our careers, vacation, retirement and children, so why should the holidays be any different? Here are some key ideas to think about before you hit the stores (think of it as pre-retail therapy!):

1. Determine your budget and figure out if you're going to give gifts, greeting cards or both.

2. Start thinking about the message you want your gifts and cards to convey.

3. Identify the key players in your office – who do you need to give to and who is likely to give something to you? Do you want to buy one gift for everyone in your department to enjoy, or just a few gifts for the people you're closest to?

4. Think about the people you're buying gifts for (their personalities, interests, your relationship with them, etc.) to figure out what they might like.

5. Set specific times for shopping, writing cards and wrapping gifts.

6. Above all, create a deadline! We all understand the power of deadlines!

You work hard, so you owe it to yourself to sit back and enjoy the simple things that Thanksgiving brings. From food to family, Thanksgiving is all about...you!

1. Take time out to reconnect with the friends and family you may have neglected in the past few years. It just takes a few seconds, but if you take the time to just say "thank you for supporting me" to Aunt Bessie and your best friend from sixth-grade summer camp, the effect can be priceless. Share old memories, relive exciting (and embarrassing!) events - celebrate all the moments that have made you who you are today.

2. Make yourself available not just physically, but also mentally. If this means stashing your cell phone, Blackberry, iPod and laptop away for the day, then go for it. A missed call is nothing compared to missing an opportunity to connect with people you may only see once or twice a year.

3. For once, don't act your age. The holidays are a great excuse to be a kid again, and some youthful enthusiasm and - don't tell mom we said it's okay - even a little mischievousness can make you forget about work, bills and other problems. Even feel free to sneak in a bite of dessert before dinner!

4. This Thanksgiving, don't just indulge in the food – make sure to indulge in the precious moments that family and friends provide!

Tired of your office always striking out when it comes to teamwork? Could some of your teammates use a little lesson in sportsmanship? One of the best ways to create coworker camaraderie is through some healthy competition through sports! From setting up office pools to organizing a company softball league, sports can infuse your drab workplace with a much-needed dose of fun and collaboration.

Even if you don't know the difference between a pitcher and a point guard, you can still participate in office pools or fantasy leagues. Instead of fretting over stats and performance data, pick players based on their first names or teams based on their uniform colors (C'mon ladies, you know what I'm talking about! How many athletes do you like purely based on looks?). If you want a more scientific method, just go to espn.com and read what the experts have to say — and then copy their picks!

If you'd like to set up an office softball league, bowling night or other activity, here are a few pointers to guarantee a fun and drama-free teambuilding exercise:

1. Focus on Fun, not Competition: Instead of having a winner and a loser, add additional incentives for each activity you choose. For example, for a bowling night, don't just reward the highest score – fuel fun competition by making people bowl left-handed, blindfolded, in pairs, etc.

2. Mix it Up: Don't put all the marketing people in one team and all the SVPs in another team. Mix it up to make sure people are on a team with others they may not interact with on a daily basis.

3. Keep it Organized: You don't have to keep track of every single minute in a color-coded spreadsheet, but don't leave things to chance that can be planned ahead. Make sure everyone knows where they have to be, what they have to bring and what they should expect. Have a schedule (with built-in time buffers if things are running late) and – this is very important – make sure everyone is well fed throughout the day so you don't have any grumbling stomachs (or coworkers).

4. Have Fun! No matter what happens, remember that this event is supposed to be fun. No matter if you win, lose, hit a homerun or strike out, the purpose of this event is to interact with coworkers in a non-work environment. So relax and go with it!

Now, we don't mean dance around the table with a lampshade on your head! We mean setting that perfect scene in your home to create a warm, welcome feeling. Jennifer Iannolo at Gilded Fork (http://www.gildedfork.com) recommends the following tips for putting on a casually elegant display:

1. If you are presenting a buffet table, create a series of levels for your various dishes and platters to add some dimension and eye appeal, instantly transforming any menu into a formidable display. Find some sturdy elements you can use to build the levels, including upside-down pots, bowls, boxes or even bricks. Cover them with a large cloth, then use smaller cloths bunched around the levels to make an attractive nest. If you are particularly creative, you can accent the table with decorative items like branches, dried flowers or candles, provided their scents and/or leaves do not interfere with the food.

2. For the dining table, be as creative as your mind and budget allow. Don't be afraid to mix and match the place settings and accessories — you can use alternating place mats, settings, or flatware. This is particularly helpful if you have smaller, matched sets, but are serving quite a number of people. Some risk-takers have even crafted each place setting to match their guests' personalities — to great effect.

3. If you have a dimmer switch, experiment a bit with the lighting in your home to see how various levels affect the room. Cozy corners always lend a homey feel, but remember that the food itself should be clearly lighted. Put yourself in a guest's shoes while experimenting — consider that you might not want a bright spotlight on the table so it seems like a lighted stage for those diving into the feast (you know how shy people can be sometimes). If you don't have a dimmer switch, place table and/or floor lamps with lower-wattage bulbs (60 watts or lower) in various parts of the room, and turn off half the lights (or the overhead lights) to achieve the same effect.

4. Candles are also a classic, inviting way to softly light a room; they offer a soothing welcome that beckons guests to relax and enjoy — and everyone looks wonderful by candlelight. Remember to use unscented candles, as you don't want other smells to interfere with the beautiful food you worked so hard to prepare.

Balancing work, meetings, relationships, family, strategizing your next move, planning the future, getting exercise and a good night's sleep can leave you feeling stretched too thin and yearning for a vacation – by yourself. Instead of packing up your bags and heading to a deserted island (which sounds wonderful but isn't always an option), making time for you—and you alone—can help minimize that sense of being overwhelmed. As we mentioned earlier in the newsletter, there is nothing wrong with putting yourself first. Being selfish—the right way—is about prioritizing your needs (if you don't, who will?). This is not a bad thing, and nobody's feelings have to get hurt; simply convey in a gentle, effective manner how important it is for you to take a breather.

Some tips on staying sane (even though others might think you're crazy):

Just Say "No": Despite being just two letters, "No" is one of the most difficult words to say and one of the most important to learn. We often stretch ourselves too thin simply by taking on too much. While it's important to get out there, jumpstart your career and still enjoy life outside of work, it's equally important to honor yourself and know when you've had enough. Do you have to go out every night? Do you have to play on every team? Can you really take on another project and still maintain a high quality of work? Stop burning the candle at both ends. Gain time and energy simply by saying "No" every now and then.

Be Inaccessible... Sometimes: These days, when your phone goes directly to voicemail, the person calling automatically thinks something awful has happened to you! Some people can't fathom turning off their computer, cell phone, home phone, Blackberry or pager (some people still have them!), but it's extremely liberating to drop off the face of the Earth every once in a while. For once, really enjoy dinner with a loved one or friend without distractions. Read a magazine or newspaper from front to back every Sunday morning over coffee without interruptions. Or if you're really daring, don't do anything—just enjoy the silence. Just be. And see what brilliant thoughts, ideas and answers pop into your head.

Shut Out The World: If you're at work, put on your headphones or close your door. Drowning out the noise for even just a few minutes can increase your productivity and make a long workday, big project or loud coworkers more bearable. If your coworker or boss looks at you funny, just explain your need to focus on your work and reenergize for the rest of the day.

Being successful in business doesn't mean you have to work 24/7/365. Sure, there's always going to be "crunch-times" when everyone's working under tight deadlines and putting in way more than hours than usual, but it shouldn't be crunch-time all the time. Studies show that working long hours can increase your risk of heart disease, diabetes, infections and more, so it's vitally important that you learn how to work smarter and maximize your time. Besides, you're going to end up hating your job sooner rather than later and you're going to neglect your personal life too.

1. Work smarter by knowing how and when you're most productive. Do you need music, or is silence golden when you need to concentrate? Are you more productive in the morning, afternoon or later in the day? Schedule the more intensive work during the time you're most efficient. If you know you get "food coma" after lunch, that's when you should work on something relatively easy.

2. Take full advantage of those two 15-minute breaks written somewhere in your contract. Get up out of your chair and take a break — a real break. Surfing the net or responding to personal e-mails doesn't count! Go outside, breathe some fresh air and take a walk around the block. You can even schedule breaktime with a friend who doesn't work with you — just go outside and chat on the phone for a few minutes. Your friendship and your workday will benefit greatly.

3. Organizing and prioritizing at work is a huge way to increase your productivity. Put files away, throw things out when you're done with them and make a to-do list every day. Feel satisfied each time you complete the task and cross it out. Also, recognize when you need help and don't be afraid to ask the other people in your team for a hand.

4. Finally, the importance of nourishing your body inside and out cannot be stressed enough. Get enough sleep, eat balanced meals and exercise. Even if it's just 10 minutes a day, get your heart rate pumping. You'll increase your energy and your mood instantaneously.

Have you ever heard the term, "Children enter school as question marks and leave as periods?" It refers to the process of molding young minds to an extreme...until they stop questioning and start accepting what they're told. It doesn't end in school either. Sometimes the pressure to become just like everyone else comes at us from all directions: from our friends, our families, colleagues, and even trusted advisors and mentors. So, how do you know when to take the road less traveled? Here are a few tips to consider before you make your bolder moves:

1. Weigh the pros and cons of your decisions. Know what you're getting into before you start out to avoid being sideswiped by the unknown.
2. Hedge your bets. Don't put all your energy or resources in one place, so you're not devastated if that one thing falls through.
3. Avoid risking more than you're willing to lose or walk away from.
4. Have back up plans. What if Plan A fails? Plan B? Plan C?
5. Have an exit strategy in mind, in case you have to abort your plan midstream.
6. Make sure your digressions don't have the potential to hurt other people or cause serious problems that are hard to fix.
7. Learn from the experiences of others. Understand what risks other successful people have taken that have paid off, and what risks didn't work out so well. Ask yourself "Why?" in each case.
8. Make sure the risk is worth the reward.
9. Once you make a well-informed decision to take your own path, don't waste time second-guessing your choice. Put your energy into your new project or plan and work like crazy to make it happen.

The most important thing when taking your own unique path is to make sure that you've made your decisions carefully and strategically. Big risks can certainly bring tremendous rewards when they work out. Just give yourself and your loved ones the peace of mind knowing that you've done your homework before you give it your all.

Media attention. Everyone wants it, but few have any idea how to go about getting it. As a business owner, being mentioned or written about in a major magazine, journal or newsletter can be a dream come true. First, it's free (a beautiful word to a bootstrapped company); second, it offers credibility and recognition (something young entrepreneurs in particular, often struggle with); third, it's the best form of advertising, because it is totally objective; and last, it introduces (and endorses) your company to a targeted — and often substantial number — of prospective customers. In most situations, PR is a win-win situation for everyone: You get the press coverage, and the journalist gets a new, interesting story to report.

Make Journalists Your Friends
For an entrepreneur, dealing with the media is probably one of the most potentially profitable activities - and it can also be the most confusing, frustrating and sometimes unrewarding ones. The biggest problem that most people have in attracting PR for their business is in misunderstanding the very people they need to appeal to.

Journalists are in business too, and like you, they have pressures, deadlines, idiosyncracies and yes, lives. If you think your life is stressful, follow around a journalist for a little while. Remember, as an entrepreneur, your stress is created internally, as you have decided to be "in charge." Journalists are at the mercy of many others who often control their every move. So showing them that you understand and respect their jobs will give them the incentive that they need to give you the time of day, and sometimes even their friendship.

As with any other relationships, to ensure success, you must invest the time and effort in understanding what motivates the people you are dealing with, particularly what it is that makes you of value to them. Once you understand these basic subtleties, your business relationships will become more plentiful and profitable.

To build the foundation for a favorable relationship with the media, consider these simple steps:

1. Why should they write about you?
   
   Come up with a list of story angles that a journalist could use to write an article about you and your business. Decide what makes your story newsworthy.
   
   Are you unusually young for a business owner in your area/field?
   
   Have you started a company that is out of the ordinary, or provides a new or specialized product or service?
   
   Are you making a substantial amount of money for someone in your position?
   
   Are you a student at a local or major university?
   
   Have you been able to secure high-level clients or corporate support?
   
   Have you challenged the competitive positions of major corporations?
   
   Then, write down a list of attributes that could be used as "buzzwords," or phrases, to describe you or your venture. Some examples might include: "woman business owner," "Native American," "cyberjunkie," "virtual corporation," "green" (environmental in nature), "gourmet," "global," "international," etc. If you are doing your homework and reading your industry's trade journals, newsletters and other publications, you should have no problem finding the industry catch phrases.
2. Build your own media list
   
   Next, compile a media list of publications and media sources (newspapers, journals, radio shows, talk shows and news programs) that you believe are most likely to write a story like yours. Collect all of their vital information — complete company name, address, phone and fax — as well as a suitable contact person, if possible. Be selective. Don't send info to people who clearly do not cover your industry, topic or share your audience/clients. Journalists are constantly bombarded with unsolicited press kits, so don't waste their time (or your money) sending them literature on your business banking on the off-chance they might make an exception. There are too many publications, journals, organizations and news stations that will be interested in what you are doing to bother those who don't. The worst thing you can do is provoke a journalist to request that you don't contact them again: One young entrepreneur we'll call Todd e-mailed an unsolicited press release to the Editor-in-Chief of a major newspaper. A few hours later, the editor emailed him back rudely demanding that Todd "remove his name from his cyberjunk mail list."
   
   Ideally, you should read the publications yourself, or scan back issues at a library, to see which journalists specialize in topics related to yours.
   
   Who do I contact? For business publications, send media kits to the Managing Editor or Senior Editor. They are more likely to be the ones personally writing or overseeing feature stories, and are usually the best ones to review new story leads. For general interest publications, find the name of one of the editors that cover your field (i.e.: business, entertainment, or fashion editor).
   
   If the names of individual journalists or special editors are not available, you can call the company directly to inquire, or send your literature to the Editor-in-Chief. (Contact information is available in all publications, usually in a thin column called a "rote box" in the first few pages of a magazine or newspaper.) Never bother the publisher — remember that in the publishing world, the publisher is the business manager of the company, not a journalist. Often publishers are not even located in the same offices as the editorial departments, and thus are most likely to disregard or misdirect your information.
3. When to pitch your story
   
   Create your own media calendar to help you preplan PR campaigns. A good way to start is by studying your company/industry's business cycles. When are your busiest months? If, for example, you provide a career-oriented service for students, your business cycles would peak around May and December, when students are most likely to be hunting for jobs. If you look at some of your media targets around these times, they too are probably keeping tabs on graduating students. This is when you most need them to know who you are.
   
   First, determine whether your media targets have daily, weekly or monthly editions. The frequency of release, whether you're looking to be on a weekly news program or in an annual special edition, greatly dictates when the best time is to contact your media sources. Say, for example, that you are looking to have an article written on your company in a monthly magazine. Most major monthly magazines have a three month lead time. On your media calendar, keep track of your "target media months," or months when you would like your information to appear in the press. Then from each of your target months, move two months backwards and note issue closing months. Then move one more month before and note press release due dates. For example:
   
   December Target media month (peak business season) November October December issue closings September Send press releases/media kits (Keep in mind that this illustration applies to monthly publications only.) If you are dealing with a daily or weekly publication, the best time to release information to them is usually closer to a few days or three weeks prior to publication, respectively. For any other distribution cycles, call the publication directly to inquire about their specific issue closings. Another good idea, while you have them on the phone, is to request a copy of their publishing calendar. (The advertising sales department can also furnish this for you. This will give you the specific dates that they plan to run special features. See if you can tie your PR into one of these dates. The more information they have for these, the better their feature stories are, and the more of that issue they sell.) Understanding when journalists are most likely to be interested in your story can save you a lot of time and greatly improve your chances of being mentioned or featured in an article.
4. Make yourself invaluable Be a resource to the media. If a journalist or editor calls you for information on your company, or even your industry, jump. Don't appear too anxious, but give them everything they want and more — but keep it brief. If they say they're on a deadline (and they'll tell you), restrict your correspondence to brief faxes, voice mail or quick calls should they request that you contact them directly. The more attentive you are to their needs, the more likely they are to keep in contact with you. All journalists have their own group of people they consider personal sources for various issues; if you can become one of these people, sooner or later you are sure to be rewarded with some great publicity.
5. Follow up Always follow up with a thank-you letter for any article or interview that you receive — even if you are interviewed, and you do not appear in the article (which happens often), follow up and thank them anyway. It's very easy to get frustrated after you have spent a great deal of time gathering or offering information and insight to a media agent and you do not get recognized for it, but don't let that get in the way of good manners! Another important thing to remember is that journalists must disregard the majority of the information they receive due to limited editorial space. Journalists also have editors, or bosses, who can be merciless when reviewing a new article. If you thought your English professor preferred their red ink to your writing, ask a journalist about her editors.
6. Keep in touch Send your media contacts an occasional note or mailing as your company changes, expands or diversifies to let them know about the latest news. This is an excellent way for you to stay fresh in their minds and allow them to stay abreast of your progress effortlessly.

What should I send to the media?

As soon as you start dealing with journalists, research assistants and editors, people are going to start asking you for press releases, media kits and company information in formats that you've probably never heard of or worked with. Don't panic. To give you a quick idea as to what you should be sending to your media contacts, follow these guidelines:

Media Kit
Your media kit is usually a presentation folder, packed with information on your company, along with a few items of interest to the media. If you are asked for information, a media kit is usually the best thing to send. A well packaged media kit should include: A cover letter Your business card A press release Company literature (brochures, flyers, photos) A biography on the founders A client list (if available, and impressive) Copies of other articles that have been written

If your product is small or you have a prototype that can fit into a large envelope (pictures are just as good) include it as well.

Press Release
A press release is the most recognizable, widely accepted (and expected) way to send information to the press. Your press release should be about one page, telling the journalist what they most want to know: facts. Who, what, when, where and how are at the top of the list. Be brief and to the point. Any statistics, quotes or industry information that you can include is always appreciated.

The more visually stimulating your press kit is, the more likely journalists are to pick it up and thumb through it - and the more likely they are to write about you.

Hosting promotional events is one of the best ways to market and generate publicity for your organization. Events can be used to build or change your image, introduce new products or services and create goodwill between your company and its surrounding community. However, events can be costly, and startup or growing companies may not even include them in a marketing budget. The following are ten tips for creating events which will allow you to gain exposure and goodwill for your business without breaking your bank account.

1. Volunteer your company's services to help with a local, newsworthy event. Be particularly conscious of the media involved, because you may have a chance for a free "plug" on the air or in the newspaper. By investing your time in return for access to such exposure, you have the opportunity to publicize your company's services to your community, region or state. In addition, you can capture the attention of your local leaders who are, more often than not, willing to refer you if you've contributed to their organization's efforts. Again, try to be a part of an activity that is highly newsworthy and offer a unique skill or service that will capture the attention of a reporter.
   
   
2. Find out if a local organization (Lion's Club, church, community center) will offer you the use of its facilities, such as an alumni organization, small business association or community group. As the rental of a site is often the biggest expense of an event, you will save a great deal of money by using donated space.
   
   
3. Become friendly with your local caterers. Food is another huge expense in staging an event, but is necessary - people love to gather in a group and nosh. Remember, the caterers in your community need exposure just as much as you do, and will likely be happy to offer you a discounted menu for the exposure they may gain at an event. Feature the new caterer in your mailings with a word of thanks.
   
   
4. Talk to a local restaurant owner and ask him/her if you can reserve a few tables on a night that isn't very busy (Monday or Tuesday is usually best, but note that many restaurants are closed on Mondays). Send out flyers to publicize your mixer, and charge a minimal cover ($5) to cover your food costs. Buy a few plates of hors d'oeuvres and some pitchers of soda. Have a cash bar, and be sure to invite enough people to recover most of your costs! Remember though, events are a cost of doing business, and you may not always recover your expenses, so be sure that the publicity you will receive is well worth a few dollars. If you are staging something unique, such as a winter luau, be sure to invite the press.
   
   
5. Coordinate with other young entrepreneurs and stage an event as a group (e.g. an end-of-summer picnic) — this will allow each participant to contribute to costs and labor.
   
   
6. If you can only afford to invite and feed a small number of people, make sure you fill the event with friends, family and anyone else who will be willing to stay for a few hours in order to create the image of a large attendance. (Make sure they eat before they come if you are really tight on funds, so special guests can enjoy the food! It's a lot to ask, but if they're your friends and family, most likely they'll make the sacrifice for you.)
   
   
7. Offer to stage an event with a portion of the proceeds going to a local charity or organization. Be sure to stage activities which are somehow related to your company. For example, if you run a day-care operation, hold a parent-child picnic with a cover charge of $20, with $5 going toward the purchase of books for the local children's library or the March of Dimes. This is a win-win-win situation, as it will allow you to create goodwill in your community, funding for the organization and exposure among the press. Additionally, as organization executives will be thankful for your efforts, they will be more than happy to refer you to others.
   
   
8. If you wish to be involved in a trade show, barter your services for a booth space. (for example, you may be able to help with set-up or mailings). This may not work if the show is large, so be prepared to negotiate. No one has to know you are doing these activities - keep in mind that your primary objective is a spot on the floor, and sometimes there is sacrifice involved. Do what you must to get exposure. Besides, it will provide you with a good story for later on.
   
   
9. If you can't pay, barter. This can't be stressed enough. Bartering is a mode of survival for many small businesses. If done well, and if your time donation is large enough, you may even be considered a sponsor of the event.
   
   
10. Once you commit to an event, be sure to tell people about it in enough time to get the crowd you're looking for. There is nothing worse than an empty event! Try to get listed in your local newspaper's calendar of events (sometimes requires a lead time of a few weeks), post on the web, through online meetup boards, and tell all your friends and colleagues to tell their friends and colleagues. Word of mouth helps!

The Benefits

If you are an entrepreneur just starting out, a small business owner looking for good help at low cost, or even a large corporation in need of fresh ideas, a valuable source of employment is the student population. Many people do not realize how easy it is to hire students or the many benefits that can be gained. Students have the energy and the knowledge to be successful, but many companies will not hire them because they can only work during the summers, or part-time while they are taking classes, and of course they do not have the "two years experience necessary." These situations, however, can actually be a benefit to an employer. College students are hungry for experience. The experience is often of more value to the student than the salary, and interns will often work for free if the experience seems important enough.

Hiring interns is an excellent way to pre-screen future employees who will succeed and be a good fit for your company; there is no better way to determine whether a person is qualified for a job than to actually have them perform it. You will likely have lower turnover in your employees if you hire former interns after they graduate, and as former interns are familiar with your work environment and have proven their abilities, they require minimum supervision. They can handle more responsibility than a new person because they are not starting from ground zero.

International Students

International students can be an amazing resource for your company. Their diverse cultural backgrounds, as well as knowledge of different languages, can be invaluable to a new company. They provide new perspectives and can be future contacts abroad. Due to their student visas, they often cannot be paid for working, but desperately want to utilize what they have learned in the classroom. By hiring an international student, you will gain an excellent resource and employee at no cost, and the student will get the job experience he needs. It is a win-win situation.

How do I find qualified interns?

Step 1: Define the task or jobs you need to accomplish.

Create a specific job description that clearly describes what the internship will involve. The biggest mistake you can make is to be vague; define measurable goals and expectations. An internship should have two characteristics: real responsibility and the opportunity to learn. Although any internship is going to include some administrative work, the quickest way to discourage an intern is to monopolize their time with faxing and filing. A student's main objective is to discover what the work environment is all about, so a successful internship is a two-way street.

Step 2: Determine what prior experience and qualifications are needed for the job.

Remember, experience can come in many forms. Students may have gained leadership skills from extracurricular activities and computer know-how from class projects. One bright point in hiring someone inexperienced is that you do not have to worry about breaking old habits.

Step 3: Contact colleges and/or high schools in your area.

There are a number of ways to approach this. If you live in an area with many colleges nearby, you should select the ones that offer classes related specifically to your field, or to the position you are trying to fill. For example, if the internship requires some knowledge of financial planning and analysis, contact schools that provide strong accounting and finance programs. Some colleges have formal internship programs that require students to intern for a semester. In addition, many colleges have career offices which provide job and intern posting services for local businesses.

Do not restrict yourself to nearby schools. Many students enjoy adventure and would jump at the opportunity to live in other parts of the country or the world. A summer internship can prove ideal. If you are looking for international students, you may have to focus your search on larger schools that have stronger international appeal.

Step 4: Be selective!

Because it is often difficult for students to find internships that fit their needs, employers looking for interns often have a large number of very qualified applicants to choose from.

Know what to look for. A cover letter is a must. An excellent cover letter is one that is tailored to your specific job description. Look at the writing style. Is it clear and concise? Is it articulate? Communication is an essential skill and one that you must demand for any internship.

A resume goes without saying. Look at the whole picture. Does it communicate ambition? An unlisted GPA is usually not a good sign. However, a 4.0 does not guarantee a good worker and 2.0 does not always translate to a poor candidate. Is the student involved in extracurricular activities or had previous work experience? If she has, it can be a good indication of time management. Leadership positions suggest that she takes initiative and is a self-starter. What it comes down to is this: Does the prospect have transferable skills?

Tips for a successful internship structure:

1. Give interns legitimate titles.
   
   Believe it or not, a title can do much for employee empowerment. It can make interns feel that they are an integral part of your company. An intern is more likely to provide input on projects, strategies, and proposals if she is not merely labeled as "the intern".
   
   
2. Make the job as exciting as possible.
   
   Remember, if you are a small company, your company name will not carry as much weight on a resume as the IBMs and P&Gs of the world. In order to get the best interns, you need to differentiate yourself. It must be clear that the experience will be something that they could not gain in a classroom or from any other internship program. Being a small company can work to your advantage. Emphasize that in smaller work environment, they have the opportunity to have more responsibilities.
   
   
3. Give interns responsibility.
   
   Make the internship worthwhile for a student. By giving them specific responsibilities, good interns will take initiative to start projects on their own. Trust must be gained, but interns first need to have the opportunity to gain that trust. Remember, an intern wants to learn. They usually are not there for financial reasons. If they were in it for the money, they would have looked towards bartending or waitressing.
   
   
4. Feedback is key.
   
   Think of yourself as a coach. How well are they meeting your expectations? How well are you meeting theirs? Communication is extremely important. They need to know when they are excelling and at the same time they need constructive criticism as required. remember that these are students - they are accustomed to constant feedback through exams, projects, and daily class discussions. Interns do not want someone looking over their shoulder - what they want is feedback sessions that will help them grow professionally.
   
   
5. Spend time with your interns.
   
   It is often easier and faster to complete a task than to sit down with an intern and get him up to speed. However, think long-term. Several minutes now may be worth hours later. American Heritage Dictionary defines a student as one who makes a study of something. Students are amazing sponges - they are programmed to absorb knowledge. So go ahead and share some of your knowledge and experience with them!

How to Network Like a Pro

Whenever you first enter a conference, seminar, party — or any networking event for that matter — attack it like a pro. It is true that you never know who you will meet at any given place; and nothing is worse than finding out you've spent an entire evening in the same room as someone you'd die to meet, but didn't realize it until it was too late. If you don't want this to happen to you, here's a little advice from someone who's worked more rooms than she can count.

Do your research beforehand
Before the big event, try to find out as much information about the function, the schedule of events and attendees as possible. Show the list to some industry people and have them help you decipher who is who. Do some research so you have some background on the big players. The more information you have, the better prepared you are to hunt down the people you want to meet and have great conversations once you do.

Have a goal or a purpose
Before you go to an event, besides knowing who you want to meet, know what you want to get out of those meetings. Are you looking for clients, industry contacts, funding sources, inside information, new friends? If you begin with an end in mind, you're more likely to leave with what you went there for in the first place.

Keep a good stack of business cards
If you show up at a major networking event without a business card or not enough of them, the one person you most want to have one will be the first person you tell that you don't. Make sure you have a good stack in your pocket. Just avoid pulling them all out at once. It makes the card you are currently handing out a bit impersonal if it looks like you'll be handing out a few dozen more by the end of the night.

Print your name and company clearly
If you are given a name badge that is not pre-typed, make sure that you write you name and company clearly in large letters. If you have to, have someone else write it for you. People like to visually scan name badges as they work a room, and you should too. If someone interesting walks by you, don't hesitate to tap them on the arm and introduce yourself. Just let them know that you stopped them for a good reason or say something cleaver and try to draw them in with some amplified charm. If they can't talk then, let them know you'd like to catch up with them a little later. Then look for a time when they're alone or look bored, and go!

Smile and be genuinely nice to everyone
Make sure that you are friendly and approachable from the minute you walk into the room. Make a point of talking to various people throughout the event, but mostly when you're not working on a specific target. The more small talk you can have in the beginning, the more comfortable you will be when it really counts.

Find allies
Try to meet as many people who will be at the event before you get there. Executive assistants, conference organizers, PR people and board members are great people to know, especially when they can help you get acquainted with an event and introduce you to a few key people. The more people you know in a room, the better your chances are of getting introduced to the people who could be most valuable to you.

Get to know the gatekeepers
Gatekeepers are people who control access to very important people. All too often they are people you would never even think of as having any power or access themselves; but don't be fooled. Get to know the people who control the tickets, invitations, memberships, or even VIP transportation and you've tapped into a goldmine.

Follow up
Collect as many business cards from interesting people as you can. You can always sort through them later. If you want to stay in touch with anyone in particular, follow up with a brief card or note. There's no better way for someone to remember meeting you (and want to meet again) than by being so courteous as to remember them first.

My last bit of advice is just to have fun. If you're too serious and look too focused on meeting only a few select people, you might insult others without realizing it and lose some great opportunities. Networking events can be dull and boring, but they can also be tremendously profitable, and are a blast if you meet the right people and learn to work a room like a pro.



Ask Intelligent Questions

Steve Ballmer, the President of Microsoft, recently spoke at the Ritz Carlton down the street from me. Even though I found out the night before, I figured I'd check it out. After all, how many times do you get that close to one of the top 5 richest people in the world. (Steve's #4 between Warren Buffet and Michael Dell).

So he does his schtick, and we're sternly warned that he only has time for a few questions. People eagerly start lining up at the microphones around the room. That's when I, and the 200 other people around me, learned a new lesson on conference etiquette — namely, how to ask intelligent questions.

If I told you that no less than 5 people tried to pitch Steve on their business concepts, I might be understating it. One guy actually took 5 minutes to introduce himself, his business, and ended by telling Steve that meeting with him could be the best thing that ever happened to Microsoft. That was the funniest thing any of us had heard all day.

Let's just put aside the arrogance, the ego, the fact that this man made a total ass of himself, and consider one other thing: Self-absorbed questions. Self-absorbed questions are those monologues that some people launch into in front of important people, when an audience is patiently waiting for them to make their inquiry, then move aside. Another major annoyance occurs when people keep asking new questions, as if they're having some private conversation, or when they cannot articulate what they are trying to say in the first place. This drives people crazy. It also ensures that most people will remember you afterwards, and not want to talk to you either.

Do take advantage of these great opportunities, but don't ruin them for everyone else. Ask questions that have some relevance to other people in the room as well. Introduce yourself, but be brief in your questioning, and know exactly what you are going to say when you stand up. Repeating your question in your head a few times before always helps. Other than that, know what you information you're looking for before you go to a conference, ask intelligent questions, smile a lot, and everyone will have a better time for it.



Don't Blow an Opportunity to Meet Someone Great

I blew a big opportunity the other day. For months I've been waiting to go to this big event where the founder of Earthlink, Sky Dayton, was being honored (not only is he still 28, but he also just completed a $1.2 BILLION dollar merger with Mindspring!) While I did have a master plan for getting to meet him, I admit that I got lazy, skipped out on a few key steps, and wound up with about thirty seconds of his time, rather than a potential friendship.

While I'm quite ashamed of myself for this, I figured I'd use this as a learning opportunity to help you avoid missing the chance to meet someone you would love to meet. Here's what I probably should have done instead to achieve my goal:

1. When Sky was speaking at a conference in Los Angeles just a few weeks ago, I should have gone and tried to make my first contact. "Just wanted to say hello. I know that you'll be honored at this other event next month, and am looking forward to getting to see you again." Or something like that. If I had more time to talk, all the better.
   
   Lesson: When you want to meet important people, the more times you can casually meet them, get introduced, or just shake their hand, the more likely they are to remember you next time. You should also do your research on them before any potential encounter. That gives you great options for starting conversations.
   
   
2. I showed up at the cocktail party around 6:30, when the dinner officially started at 7:00. At 6:45, I was able to find him at the back of herd of people, just mingling with a small group. Again, I waited too long to make a move, and everyone went in for dinner.
   
   Lesson: Get to events like this early. Save being fashionably late for another time. Every minute counts when it comes time to striking up a conversation with someone who's tough to get to. If you find them in a social setting, find a way to get in there to talk. Just don't be too obvious. Remember, it's a lot easier to get a little quality time when big wigs are alone, or in a small group. Waiting until after an event, when everyone knows who they are, is the worst time to meet someone.
   
   
3. If I had done more research, I would have found out that he was there all day, giving talks to small groups of people. I could have been there.
   
   Lesson: Call ahead to get a complete run down of the schedule of events. If you know someone who is organizing a big event, get the inside scoop from them and let them know your objective. Often you'll find yourself with invitations to things you never knew existed. And if you're not directly invited, ask how you can attend any pre-event functions. They usually provide the best opportunities to meet great people.
   
   
4. Throughout the night, I realized that about a half dozen people I knew fairly well could have introduced me to him.
   
   Lesson: Since personal introductions are the best way to meet people, keep an eye out for people you already know, and who may know the person you want to meet. If they like you enough, they'll usually find a way to introduce you if you ask. (And the more they like you, the better the introduction will be!)
   
   
5. I was just as curious to meet his wife and his mother, who were also there. But didn't.
   
   Lesson: The people who accompany honorees are usually a little restless as they are not the center of attention and thus are often left alone for bouts of time. They also usually don't know many people and sometimes can even be board or uncomfortable. Find something out about them and get talking. If you hit it off, you'll eventually meet the person they're with. And who better to introduce you?

Since I know better (and thus offer you all of the tips above), I feel pretty miserable right now. All of the great things I have to talk to Sky Dayton about will have to wait until another time. That I won't blow. What will make me feel a lot better is knowing that you've all learned a little something more about getting to the people you most want to meet. Let me know. You know where to find me....here at YSN!



Find Your Fantasy Land

When people talk about being tapped into an industry, I now really know what they mean. Being such a networking fiend myself, I've certainly met my share of amazing people, but last night was different. Every year USC's (The University of Southern California) Entrepreneur Program hosts an event honoring incredible entrepreneurs. While I'm not really an alum, they kind of adopted me and my book, and well, I get to go to all of their big functions as a result. So last night USC honored Sky Dayton and I wouldn't have let anything get in the way of my being there. As you may know, Sky is the 28 year old founder of Earthlink. He also just finished a billion dollar plus merger with Mindspring, the other leading email service provider.

Anyway, when I got there, it was like a who's who of the business world. Being from LA, I can only equate it to a Hollywood celebrity party. All I kept thinking about was how amazing it was to be in attendance here. Before Sky even got up to speak, the founder of Kinko's was introduced. Then the founders of Trader Joe's, Smart & Final, Baskin Robbins, and the head of Ernst & Young, Los Angeles. Everywhere you turned there was someone more interesting to meet. And I can't forget the students, because they are some of the most impressive people. I'm still not mentioning the faculty either, which is another world class group of people.

My whole point in this is to show you that this was like an entrepreneur's fantasy land. And they really do exist. It's not that often that you find an opportunity like this, but they're out there, and you need to find them. Being tapped into these networks is just one of the reasons that some people are able to give birth to and lead major industries. It's all about access — to people, to resources, to money, to knowledge, and to power.

Just think about the possibilities, and think about what you've been missing.



Tell People What You Do

I've always been amazed at how some people avoid talking about what they do. The worst is when they have an idea for a business, or are in the process of starting something, and still feel like they need to keep quiet. Sometimes they're nervous, embarrassed, or just think their timing is premature. But isn't this when you need help more than ever?

Here are a couple of the most common excuses I hear and some advice on how to deal with them:

Someone will steal my idea
Ideas are cheap. Any entrepreneur will tell you that. It's because most people are not entrepreneurs and will never do anything about even the greatest of ideas they may hear. If you really think there is a serious threat, talk to a lawyer.

I'm not ready to do anything with it yet
There are a million reasons for why we procrastinate when making major life decisions, but when it comes to something like this, sometimes you just have to take a chance. Listen, if you've been thinking about starting a business, the intrigue might never go away and leave you alone until you do something about it. Come to think about it, it often never goes away. Just take some baby steps. Start talking to people. Things happen sometimes when you least expect them.

I haven't done enough research yet
Few people are ever totally prepared for launching their own business. And that's okay. The unspoken rule among entrepreneurs is that you figure out a lot of things along the way. So dive in and take every challenge as it comes. The unknown will soon be just another adventure to you.

What if people think it's silly
If confidence is your big hang-up, start working on it now. Without believing that you can make this thing fly, you're going to have a hard time convincing anyone else of it. Now's the time to be bold and prove to the world that you are the next great entrepreneur — you'll find that your enthusiasm can be really contagious too.

I don't want to risk losing my job
Okay, this is a very real, understandable fear. My advice in situations like this is, first, don't quit your day job until you have a way to support yourself. Businesses always take more time to generate money than we expect. Second, don't let your new business interfere with your responsibilities at work. At some point it will become a problem to balance both, and that's when you leave. Third, in some cases, employers can actually be supportive of people trying to start their own companies, especially if they will not be directly competitive and if the employees are not what you'd call "essential" to the operation of their businesses. But since this is not too common, make sure that you know your employer and their attitudes about life after the company pretty well before spilling the news.

So, now that we've covered the big reasons you may have for hiding your entrepreneurial dreams, just think about what you could be gaining from squawking. Give it a try yourself. Start telling everyone about your plans or thoughts and see what happens. I can't begin to tell you how many great stories I've heard, and how many things have happened to me, just by chance, because I shared what I do with others.



Every day that you avoid talking about your dreams is just another day that something incredible could have happened to help get you off the ground.



Be Persistent Without Being a Pain

Over the past few weeks, I've been planning a media campaign for a client of mine. Part of the whole rollout is a series of advertisements that will be placed in top newspapers. So, as you can imagine, I've been spending a good amount of time dealing with advertising reps. That's how I came across Larry Biggs. I have to tell you about Larry not only because he is a character, but because he epitomizes what great salesmanship is all about.

I'll be honest: My first two or three calls from him didn't come at the best times. Being a really busy person, no time is really a great time to have to stop what you're doing and deal with someone who wants to sell you something. But this was for a client, and just had to be done. Every time he caught me on my cell phone, I knew his voice in the first second. "JENNIFER!!! Larry Biggs here!" At first I thought, ‘Oh no, not now'. He was so nice and friendly though; I could almost feel his smile through the phone. Subsequently, he made me smile too. I couldn't help it. I tried to be serious and to the point, but before I knew it, we were chatting away. Then I caved in.

On his fourth or fifth call to me I was prepared to tell him that we were going to hold off on our LA Times ad for a few months. Before I could get the words all out of my mouth, he said "But Jennifer, I'm going to take real good care of you here. You're not going to be disappointed. I promise." Was it because he kept using my name as he spoke? Was it because I really wanted to do business with him after all? Was it because I really believed that he wanted what was best for us? Were we really in good hands with Larry? I don't know, but he's getting the order. I went back and sold it to my clients. I'm also now trying to figure out other excuses to place LA Times ads. Go figure.

Did I mention he called to wish me Happy Valentine's Day? Said he wanted to be the first. Actually he was the second. And of course I felt terrible admitting that to him.

Just Say the Word
We all have different ways of looking at the world; some people think in images, some in phrases. One of the simplest Ideal Life Monuments can be made of words. Create a bulleted list of desires or an elaborate description of what you want. Tell yourself about what a day in your life will be like ten years from now, then twenty years from now. Write down what the room you wake up in is like. Spell out how you feel and what you wear. Tell yourself the story of this day all those years from now, focusing in on the people you meet and the work you do, the things that surround you and the way that you interact with them all. Include as many details as you can.

A Picture's Worth a Thousand Words
Grab a stack of magazines, a glue stick, and a pair of scissors and go to town. Cut out five, ten, a hundred images of the world you want to live in and build your own picture of the life you want to have. This doesn't need to be art, just a visual snapshot of where you're going that inspires thoughts of what you're striving for each time you see it.

One Solitary Symbol
Warren Buffett, arguably one of the greatest investors of all time, recently invested in a company that leases private jets to corporations and the very well-to-do. According to him, the ultimate luxury is being able to go where he wants to go, when he wants to go. Bob, a friend of mine, agrees with him wholeheartedly, and keeps a picture of a Learjet on his desk to remind him of how he wants to be traveling in a few years. For him, this picture says everything there is to say about how far (and how fast) he wants to go.

Is there one thing that does it for you? A car, a house, a place that says it all for you? Figure out what that symbol is, then put a picture of it, a model, a sketch, or even a set of plans somewhere close enough to you so you're always reminded of where you want to be, what you want to do, and what you want to have.

Remember, in whatever form of expression you choose to document the vision of your Ideal Life, it must speak volumes to you. You don't have to share it with anyone if you don't want to; however, I will tell you that many Young & Successful have found that doing so with at least a few trusted supporters helps to strengthen their commitment to their dreams.

The young & successful know that money and the freedom it can buy aren't really the point. Few of us will ever be handed a blank check that will allow us to do everything we always wanted to do, but we don't need money to give us the power to choose. That is a gift we give ourselves, once we come to realize just how much we're really capable of. It is our own personal visions of an Ideal Life that motivates us, gives us the drive we need to transcend the barriers that real life keeps putting in our way. Our Ideal Life is what helps us keep moving toward what it is we really love; it shows us that these barriers are merely challenges, and not something that we should allow to stop us.

The First Step in Your Journey
Common sense tells us to be practical when it comes to planning our futures. But incredible success rarely comes to those who take the safest routes. The most revered business leaders, artists, teachers, and even scientists all started out with a grand vision of what might be pos- sible. Now it's your turn. Take a few minutes to reflect on the realizations you've had and the decisions you've made thus far. How has your perspective changed? Can you see where you want to go a little more clearly? By now you should be able to picture many of the elements of your Ideal Life in vivid detail. This vision represents your greatest motivation.

Now go make it happen.

If you are the type of person who wants to own your own business and be your own boss, there could be a place in franchising for you.

The opportunities available in franchising are drawing people from every walk of life: Corporate and professional people are buying franchises every day; young people, just out of college, are considering them; the number of women and minority franchise owners in increasing dramatically; and investors at all levels are finding that few financial investments can compete with the potential of a good franchise.

Franchising is especially attractive because it offers a good opportunity to people with various levels of capital and experience. Small business people are attracted, not only for the chance to be on their own, but also for the chance to do so within an established system. Retired people from many fields find that franchises are an excellent way to stay active and a good source of retirement income.

Franchise owners like the system because they can be in business for themselves but they're never left by themselves — the franchisor is always there to help. It is one of the best business growth systems ever devised.

The public likes franchising because franchised stores offer known names and dependable standards of quality. And that's the real reason for the success of franchising - the customers give it their wholehearted support at the cash register.

For all these reasons, there has never been a better time for you to think about owning a franchise business.

What is Franchising?
When you hear the word "franchise" you probably think of fast food restaurants like McDonald's, Burger King and Wendy's. But there are many more types; In fact, one out of every three dollars spent by Americans for goods and services is spent in a franchised business. Homes are bought and sold through franchised real estate companies; these same homes can be cleaned, painted and carpeted through a franchised business. Cars can be purchased, tuned and washed through franchises. We can have our hair cut, clothes cleaned, pets cared for - or travel from one area of the world to another through franchised businesses.

Franchising is a method of doing business; of marketing a product and/or service which has been adopted and used in a wide variety of industries and businesses. The word "franchise" literally means to be free. In this sense, franchising offers people the freedom to own, manage and direct their own business. However, as with any freedom, there are responsibilities; these have to do with the franchisee's commitments and obligations - usually spelled out in franchise agreement or contract - to the franchisor. The franchisor is the one who owns the right to the name or trademark of the business, and the franchisee is the one who purchases the right to use the trademark and system of business.

There are two different types of franchise arrangements:

• product distribution arrangements in which the dealer is to some degree, but not entirely, identified with the manufacturer/supplier; and
• business format franchises in which there is complete identification of the dealer with the buyer.

Business format franchises offer the franchisee not only a trademark and logo but a complete system of doing business. Indeed the word system is the key concept to franchising: A franchisee receives assistance with site selection of the business, personnel training, business set-up, advertising, and product supply. For these services, the franchisee pays an up-front franchise fee and an ongoing royalty which enables the franchisor to provide training, research and development, and support for the entire business. In a nutshell, the franchisee purchases someone else's expertise, experience and method of doing business.

Self -Evaluation: Is Franchising For You?

While there are many examples of successful franchises, buying into one is no guarantee of success. Each year there are failures, both on the part of franchisors and franchisees.

Before buying a franchise, ten important questions need to be carefully and thoughtfully answered:

1. Are you willing and able to take on the responsibilities of managing your own business?
   One of the myths that have been perpetuated is that franchise ownership is easy. This is just simply not true! While the franchisor will give the start-up training and offer ongoing support, you, the franchisee, must be prepared to manage the business. While some franchises may lend themselves to absentee ownership, most are best run by hands-on management. You must be willing to work harder than you have perhaps ever worked before: Forty-hour work weeks are also a myth, particularly in the start-up phase of the business.
   
   
2. Will you enjoy the franchise?
   Sometimes people buy a franchise they think will make them a lot of money, only to find later they do not enjoy the business. The adage, "know thyself" certainly applies here. You should buy a franchise that centers in an area that you will enjoy for the next 10-15 years.
   
   
3. Are you willing to completely follow the franchisor's system?
   The very key to franchising success is the consistency of product and service customers find from one franchisee to another. When you display the sign and logo of a franchise, you are indicating to customers that you follow a particular system. People who are extremely entrepreneurial in the sense that they do not like to conform to predetermined formulas should be very careful about buying a franchise.
   
   
4. Do you have a history of success in dealing and interacting with people?
   Many franchised businesses are based on people relations. Your ability to interact with your franchisor, other franchisees, your employees and your customers cannot be emphasized enough. A negative, critical franchise owner can be a detriment to the entire franchise system. You must have a track record of developing good relationships with employers, supervisors and fellow employees.
   
   
5. Can you afford the franchise?
   One of the major causes of business failure is undercapitalization. While the franchisor will be able to give you a good idea of the start-up costs, sometimes these will vary due to leasehold improvements needs and other valuables. You will need enough money to not only open your franchise, but to run it until such a time as it is profitable. For some franchises that may take a year. Remember, it is better to start out with more money than you think you will need rather than less.
   
   
6. Have you carefully studied the legal documents?
   Franchisors are required to prepare a document called the Franchise Offering Circular. This document will give you pertinent information about the franchise, and will also contain the franchise agreement that you will sign. This agreement will govern your relationship with the franchisor for the term of the contract. The FOC is a vital document, and should be studied and discussed very carefully with the help of legal counsel.
   
   
7. Does the franchise you are considering have a track record of success?
   You should get to know the principal directors of the company, their business background, and how profitable their franchise has been (the FOC will contain this information). Have an accountant review the financial analysis to the franchise. Is it a solid company? Also, examine how long the franchise has been in business. A new start-up franchise may offer you the opportunity to get in on the ground floor, but it might also mean that the franchisor has not had sufficient experience to fully develop the system.
   
   
8. Are the franchisees generally happy and successful?
   The FOC will contain a listing of all of the franchise owners. It would be worth your time to contact a number of them to discuss their experiences with the franchise. Has the franchisor followed through on commitments? Did the franchisees receive adequate training? Would they buy the franchise again? Is the business profitable? What advice would they give you?
   
   
9. Do you like the franchisor's staff-those people with whom you will be working?
   One of the most important elements of a franchise is the ongoing support and contact you will have with the franchisor. For this reason, you should feel comfortable with the people you will interact with for a number of years.
   
   
10. Do you have family support?
    Managing a franchise is a full time job. It requires great sacrifices of personal and family time. For this reason, your family should understand that you will have tremendous demands on your time.

Advantages and Challenges of Franchising

Advantage 1 - The Experience of the Franchisor
When an individual buys a franchise, he purchases the years of experience and the proven methods of the franchisor. One franchisee expressed it this way: "What I have learned from the franchisor was worth ten times what I paid for the franchise." In any new business, much time and money are spent in trial and error. A proven franchise may eliminate many of the start-up problems, permitting someone to open a franchise business with little or no previous experience in a given industry.

Advantage 2 - Training
A good franchisor will provide training for the new franchisee. This is usually done at the home office and at the franchisee's place of business. This training should prepare the new owner in all facets of the business.

Advantage 3 - Buying and Advertising
Most small business people cannot afford to inventory products in bulk nor do extensive advertising. The franchisee buys this advantage when he purchases the right to use franchisor's purchasing power and advertising, as most franchisors provide advertising help and direction. Furthermore, as the number of franchisees increases, so does the public awareness of the franchise. This can be a tremendous advertising advantage.

Advantage 4 - Ongoing A