The combination of a comment by Robert Rose on my most recent post over at the Content Marketing Institute where I am a contributing blogger, and a short 90-second video interview done by Tom Martin, reminded me of an important graph I used quite a bit in my executive leadership training days which I believe is important for leaders and marketers to understand and embrace.
The graph depicts our very small “Circle of Control” – the white bullseye in the center of this target – which represents what each of us is able to directly impact on our own with our talents, time, resources, etc…, a larger “Circle of Influence” around it – the red circle – which represents what each of us is able to impact not only directly via our Circle of Control but also to a larger degree through others and/or through their resources, and a significantly larger “Circle of Concern” that dwarfs the other two circles -picture the outer white circle much larger – which represents everything that we come in contact with that concerns us (from world hunger to war to terrorism to the weather…).
In the video interview that Tom did with Sheila Hodges, a local business owner in Gulf Shores, Alabama, in regard to the impact of the BP Oil Spill Sheila states, “I can’t cap the well…I can’t even clean it up…but there are things I can do and if I focus my energy on those that’s where I’ll make the difference.”
What Sheila eloquently demonstrates is a clear understanding that what’s inside her “Circle of Control” at the bullseye does not include capping the well or cleaning it up – so spending time in that outer Circle of Concern anguishing over these issues will do her and the Gulf Shores hospitality industry no good. And yet, how many of us watch that video and find ourselves truly surprised and inspired by how calm she is and how she wants people to “relax.”
This is real leadership.
The ability to recognize that something is not in our Circle of Control or even our Circle of Influence allows us as leaders to focus our time and resources where we can make an impact on our business. This example also demonstrates how devilishly tempting it can be to focus our emotional energy and time on items that lie outside our Circle of Influence (fixing the Oil Spill, and the pain and frustration associated with the drawn-out situation) because we realize that’s where we naturally “want to go” as humans when we think about this issue.
Marketing leaders are able to use this knowledge to consciously direct their customers away from their Circle of Concern and to their Circle of Control, which will evoke feelings of empowerment that we don’t feel when we’re lounging in the outer realms of our Circles of Concern.
Robert points this out in his comment to me in regard to non-profit marketing when he states, “studies have shown that the “save the world” messages and content are not as effective in driving donations or interest as a “save this little child” or “this pelican” message.” This is because it takes the prospect out of their Circle of Concern (save the world) directly to something that is smack in the middle of their Circle of Control (save this little child).
A great service example is the insurance agency on the island that takes its clients out of their Circle of Concern (hurricane season) directly to their Circle of Control (make sure you are fully insured and banish the worrying).
And a product example I absolutely love is the Old Spice Body Wash YouTube campaign that is getting lots of well-deserved attention for its Twitter campaign. The commercial itself is absolutely brilliant because right away it tells the target market (women) that they can’t have what’s in their Circle of Concern (a perfectly-sculpted and gorgeous man with a sexy voice and confidence to spare) but that by buying Old Spice Body Wash their man can smell like the “perfect man” (which is in their Circle of Control) and then implies that if their man smells like Old Spice then some of their most romantic dreams – including adventure, having a man pamper them or build something for them, and ultimately having “the night of their life” – will suddenly be within their Circle of Influence.
How many women might be inspired to spend $5 on body wash for “their man” believing there’s a chance they might actually have “the night of their life?” Hmmm…
As leaders driving our businesses and as marketers determined to influence customer behavior, it’s absolutely imperative that we understand the difference between these three circles, each powerful in their own way, and put our resources to best use.
How about you? Does this help you see where you might be spending business resources and emotional resources outside of your Circles of Control and Influence?
Please share your thoughts and insights in the comments…I would be honored to read them!
(I’d also be honored if you’d consider subscribing here!)
9 Response Comments
Thanks for this, Lisa.
I believe strongly in this principle not only for business, but for a healthy personal life. I think we’ve all heard the axiom, “We can’t control others, only ourselves” in some form. We can control our attitudes, behaviors, priorities, expectations, etc.
I find so many people spending so much energy trying to make the world around them conform to their expectations. This is a clear visual image that would encourage us all to turn that same amount of energy, emotion and enthusiasm into ACTION much closer to home.
Thanks again.
Cody,
I think you are absolutely right – it’s important to apply this in our personal lives so that we really do make a difference while we are here. And I also think you’re right – it is best done through action that is close to “home” (whether that be physically or in regard to something of great importance to us). Isn’t it sad to see those people you mention burn themselves out and not experience the excitement of real change that they can impact?
Thank you so much for sharing your insights and for taking the time to comment – I really appreciate it!
Lisa,
Honored to be included in this post– and love what you took away from Sheila’s interview. I think it was her calm that made the words so impactful. She is truly a leader and if you saw the rest of the interview you’d see that in spades. And during times of duress, leaders are what the world needs…leaders like her.
I love your circles model — had not ever really thought about it like that but you are dead on. One of my first bosses told me that it doesn’t make sense to think about what “might happen” because it isn’t going to change what “will happen” so better to just be ready for whatever might happen when it happens and roll.
Good stuff today… thanks.
@TomMartin
Tom,
I really appreciate the inspiration you provided through your post and the interviews. They were so poignant because of their simplicity and directness, I think. I look forward to seeing and learning more via your AdAge article you’d mentioned.
Thanks for the very kind words and for sharing your boss’s insight. And thank you so much for taking the time to comment – it means a lot to me! Thanks, Tom. 🙂
I love how well you simplify a way of being. The bullseye is an excellent image if I can just forget that Target uses it to brand their stores and perhaps control my circles.
You are becoming an incredible influence on my business. You could and will be successful in everything you do. That’s what I love about you.
Patricia
Hi Patricia 🙂
Given the influence you’ve had on my life (for my readers – Patricia and I go way back) that means so much to me. Thank you…
We have to catch up soon so I can hear all about how you are growing your new venture.
Hugs!
Very powerful. How often do we get bogged down in our circle of concern & get emotionally hijacked?
Exactly… (And thank you!)