RVC Design Solutions

In a perfect world, every time we shared a link—whether it be to a blog post, a newsletter, or a tweet—all of our followers would click through and check out what was on the other side. Right?

But our attention spans are shorter than ever. In fact, a study from Microsoft says the average attention span has dropped from 12 seconds to eight seconds since the year 2000. Another study from the Nielsen Norman Group reminds us that especially online, readers are only scanning content—not reading line by line.

Add to that mix the algorithms of platforms like Facebook and LinkedIn that determine who sees what content and when, and you’re lucky to get engagement from a small percentage of your following on any online platform (think email subscribers, Twitter followers, etc.).

So how can you write in a way that persuades those whose attention you do grab to act? How do you get them to click through and read more or browse your sale?

Free

Ah, “free.” Now that’s a beautiful word. Businesses have been leveraging this word for years because they know that free stuff is, well, nearly impossible to resist. With no commitments, why not?

A Marketing Science study showed that when consumers had to choose between getting a Hershey’s chocolate free or paying 25 cents for a Ferrerro Rocher, 90 percent chose the free chocolate.

Lesson learned: If you want to pique the interest of your audience, tell them there’s something free at stake.

Sale

Building on the theme of a bargain-oriented audience, “sale” is another word to add to your persuasion swipe file.

Psychologists know that fear of missing out is very real—and limited offers that create a sense of urgency for an audience help tap into this emotional reaction.

It’s proven effective in email, too. When email platform Campaign Monitor studied the top performing words in thousands of email subject lines sent through their platform, they found that “sale” (used as the last word in a subject line) boosted open rates by 2.4 percent.

Lesson Learned: You don’t need to constantly tout a sale, but when you have a special promotion coming up, put this word to work.

Fast

What’s almost as good as something free or discounted? Something fast. Something that gives a person more time in the day to spend how they want to spend it (like watching re-runs The Office or playing with their dog.)

The American Time Use Survey tells us that the average person age 25-54 with children only has about 1.6 hours of “free time” each day. The rest of the time, they’re either sleeping or doing something important on their daily to-do lists. That’s not much—only 11.2 hours of the total 168 hours in a week.

Lesson Learned: “Fast” is mouth-wateringly appealing. Any time you can help someone free more time, there will be interest.

Easy

“Easy” is another pleasure-producing word in the human brain, and Freud tells us that the brain is wired to “seek pleasure and minimize pain.”

Think about it: If someone presented you with two solutions for one of your problems, and said, “One is really easy, and one takes five complex steps.” Which would you choose? (I know I’d pick “easy” without hesitation.)

Lesson Learned: People want easy. They love easy. It simplifies the thousands of processes and decisions they have to make every single day. If you have something to offer that makes life easy, shout it from the rooftops.

Best

Finally, there’s that lovely word “best.” “Best” produces interest in what you’re sharing because it expresses high quality that rises above the rest.

Here’s an example: Say you’re looking back at all of the blogs you published last year, and you find that one got a lot more views and interaction than everything else. When you go to re-share it, you could write: “Here’s the best blog we wrote in 2015. If you’re going to read one thing from us, read this.”

Lesson Learned: “Best” tells a reader this is the good stuff. You can ignore everything else if you want but don’t miss this.

Use Powerful Words for Powerful Results

These five words are classic results-producers, so if you’re trying to figure out how you can be more effective in the coming year with your copy, see how you can work these in.

Remember: Free, Save, Fast, Easy, and Best. These four letter words can help you get on the radar of your audience’s limited attention span.

Kaleigh Moore

We all know it’s a slippery slope when you — on your own or with a little help from your friends — start parsing texts for hidden meaning. Not only is it tough to gauge tone through text, you can ascribe all sorts of nuance to emojis too. But it turns out that one of the most offending things you can send via text message is perhaps the most unlikely of them all – the unassuming period.

A study conducted by Celia Klin, an associate professor of psychology and associate dean at Binghamton University, which was recently published in Computers in Human Behavior, found that subjects perceived a message to be more insincere when a period was used.

Klin and her research team asked 126 undergrads — 91 women and 35 men — at the college to look at the same conversations as both text conversations and handwritten notes. Sixteen of the exchanges were questions and the reply was one word — “Okay,” “Sure,” “Yeah” or “Yup.”

The students were given two different responses, one that ended with a period and one without. They were then asked to rank the response’s sincerity. The text message replies that ended with a period were rated as less sincere than the ones that did not. However, that wasn’t the case when the message was written out.

In a statement from the university, the professor noted that short of being able to read body language and inflection like you would in an IRL conversation, it seems that punctuation and well-placed emoji’s are the best we’ve got to understand nuance when it comes to texting.

“Punctuation is used and understood by texters to convey emotions and other social and pragmatic information,” Klin says. “It’s not surprising that as texting evolves, people are finding ways to convey the same types of information.”

Nina Zipkin

Starbucks, one of the largest and most visible corporations in the world, is again in the crosshairs of haters everywhere — or at least on social media. Fresh off recent controversies, such as last year’s pumpkin spice controversy or this year’s widely criticized RaceTogether campaign, the newest dissension seems to be far less contentious, though no less visible.

To introduce the dispute, understand that every year Starbucks welcomes the holiday season with the introduction of its red holiday cup. The event is so popular and anticipated, it has even given rise to countdown clocks. More impressively, according to Starbucks, “within the first 48 hours of red Starbucks cups launching last year, a photo of a Starbucks holiday cup was shared on Instagram every 14 seconds.”

That is as bad as selfies.

In previous years, the Starbucks holiday cup has been red with a variety of holiday designs. This year, however, Starbucks decided to pursue a fresh new design and feature a cup that was solid red. Together with its ubiquitous green logo, it made for a very festive, if not minimalist, holiday nod.

According to the Starbuck’s vice president of design and content, “This year we wanted to usher in the holidays with a purity of design that welcomes all of our stories.”

Unfortunately, not everyone was so happy about the design, and Starbucks quickly got chastised on social media, accused of being overly politically correct and aiming to destroying Christmas. As the dissent proliferated, the issue also gave rise to as many Starbucks supporters, or at least enough people to express their apathy toward the issue.

It seemed as unimportant, yet as widely talked about, as the famous blue-dress debate.

And while “Red Cup Gate” will probably — and hopefully — fade fast, the entire affair provided a few valuable lessons for entrepreneurs.

1. Yes, all PR is good PR.

With a market cap of $92 billion, Starbucks is not what you call a small company. When you consider the company added $1.4 billion dollars to its gift and loyalty card platform this time last year, it’s clear that it has ample resources for marketing. The company employs some of the industry’s most creative marketers who clearly deliberated and understood the potential ramifications of this new campaign. So why would they undertake such a campaign if they knew it would get such a negative response?

Simple: Doing so turns millions of people into marketers and publishers.

Consider the fact that Ellen Degeneres, Trevor Noah and Stephen Colbert chimed in on issue. That is amazing PR you can’t even pay for.

Entrepreneurs understand that visibility of a business is key to success, and when you can garner that visibility with little effort or expense, even better. While some PR can be bad, talented and creative entrepreneurs understand how to turn it into a benefit.

2. Social media is awesome.

It took very little time for this so-called controversy to spread to every corner of social media, proving once again the immense power that occurs when you combine large swaths of people with unprecedented communication tools.

For a business, understanding the power of social media and its value for establishing your brand and raising visibility should not be overlooked. While it is impossible to really predict which campaigns will go viral or when, it should be clear that a well-planned digital and social-media strategy is key for success in today’s business environment.

3. Opportunities abound for opportunists.

While issues such as “Red Cup Gate” burn their wick of relevance rather quickly, entrepreneurs with the creativity and willingness to act fast can take advantage of these situations. Much like how brands jumped on the blue-dress buzz, other coffee brands got a boost from the issue, such as Dunkin Donuts with its holiday cup release. The subject has also created opportunities for small companies, YouTubers and creative types alike to ride the wave and get attention.

So whether you are offended by Starbucks’ holiday-cup campaign or found it to be an utter waste of valuable real estate on your Facebook feed, it is important for entrepreneurs to understand that this is how information and news gets proliferated these days — through tens of millions of people chatting about it on social media. More important, in addition to being prepared, successful entrepreneurs of tomorrow will know how to take advantage of this.

Now, back to my pumpkin spice latte in my pagan idol-adorned satin-sipper cup. Cheers.

Peter Gasca

Business success often is coupled with stories of surviving a difficult stretch to emerge a better company. A checking account down to the last few cents, one-month away from shutting the doors for good, or years of mediocrity before that spectacular breakthrough are common business folklore.

Hearing tales of others moving from the brink of failure to greatness help keep the downtrodden motivated. Inspiration is crucial, but so is a plan. Here are four keys to leading in difficult times:

Keep a cool head.

There’s an oft-used phrase referring to leadership: The speed of the leader is the speed of the team. No doubt, a leader’s behavior has a trickle-down effect. When your organization is paddling rough waters, what the team needs more than ever is focus. Leaders who show signs of panic or fear will not keep their teams on-point.

The team needs to be calm to focus. It’s essential you show confidence and a collected demeanor in front of your team,  regardless of the emotions flowing through your veins Direct the focus away from fear to the task of turning around the business.

Be brilliantly transparent with your team.

The leader who is in a public state of denial will not endear himself to his team. The group will begin to whisper and disintegrate. Keep employees in the loop when the company is facing challenges.

If the right people populate your organization, they will rally and help you tackle the challenges. They have ideas that can help, but they’ll only come out if you fully explain the situation. The key is to not be reckless in your transparency, but brilliant. Sharing your worries simply to get them off your chest does little good. A leader must steer his team’s focus to tackling the problem.

Paint an inspiring vision.

A team needs a unifying vision more than ever when facing adversity. A united team can overcome obstacles but a panicked team will surely crumble. Good leaders will paint a vision for their teams and develop with them a strategy for getting back on top.

As the plan progresses, publicly recognize steps in the right direction, however small the victories may be. Your team will begin to see the light on the other side of the tunnel and pick-up momentum. Never underestimate an inspired team’s ability to accomplish great things – when they have a clear vision.

Move from reactive to proactive mode ASAP.

When a business has its back against the wall, reacting swiftly may take precedence over all else. Undoubtedly, your action timeline is cut short. But while a defensive, counter-puncher mode may be necessary for the short-term, the quicker you get your team back to a proactive state, the better long-term decisions will likely be. Play defense for as long as you have to and not a moment longer.

Whether it’s a company or a division of a larger institution, chances are at some point, adversity will mar the landscape. Obstacles are a normal part of business and life. Resist the urge to feel sorry for yourself or play the blame or what-if games. You don’t have time for that. Your team needs you more now then ever. Get focused and remember that the best teams arise from adversity that much stronger for getting through the experience.

Marty Fukuda

How much do you know about your ideal client? And why does this matter? It matters because meeting your clients’ needs bet­ter than your competitors do will always be your first job as a busi­ness — if you intend to own a successful business.

The closer you are to your market, and the more you understand them, the easier it is to quickly build a stronger relationship with them. Prospects are people who have identified themselves as potential customers through some action (for instance, subscribing to your e-newsletter or requesting your catalog), but who haven’t actually made a purchase. You can land these prospects by marketing to audiences, through various media and mailing lists, who fit the description of your target market but who don’t know you yet. We can call the people in this vast prospecting universe “suspects.”

For example, if you’re a chiropractor who specializes in relieving back pain, everyone in your town may be a potential patient but you don’t know whom to target, since you don’t know who has back pain and who doesn’t. These are your suspects. Now, you run an ad in the local weekly newspaper advertising a free seminar on relieving back pain next Tuesday evening. That Tuesday, 32 people show up. Unless you’re serving a free lobster dinner, only people who have back pain or know someone who has it will come. Therefore, your marketing has successfully completed the first step in the sales process: converting suspects to prospects.

On the other hand, a customer is someone who buys the product now from you. Some business writers separate these buyers into two groups. Users are people who buy your product but aren’t passionate about it; they’re often impulse buyers. Customers are those who buy the product after a deliberate consideration of its benefits; they make what are called “considered purchases,” meaning they’ve considered the buying decision carefully. Beyond “customers” are buyers so satisfied with your product or service that they proactively recommend it to others; these are called “advocates.”

But getting from the prospect to customer to buyer stages isn’t easy — and that’s where the number-one selling mistake that causes entrepreneurs, executives, salespeople, and professionals to spin their wheels, waste their time chasing after people who don’t want to buy, and experience enormous frustration when following up leads rears its ugly head.

That mistake is the failure to determine whether the person or “suspect” making the inquiry is a genuine, qualified prospect or just someone who likes collecting brochures and wasting salespeople’s time. But how can you quickly, easily, and accurately determine whether a lead is a qualified prospect? By using my “MAD FU” formula.

The MAD FU formula has nothing to do with anger, or any other emotion, or the “F” word. Rather, MAD FU stands for the five qualities that differentiate a qualified prospect from a time-waster or tire-kicker: Money, Authority, Desire, Fit, and Urgency.

MAD FU says that to qualify a lead, you have to ask them questions. These questions determine whether they have the money to afford what you’re selling, the authority to buy it, and a strong desire to own it. In addition, are they a good fit for your business, and do they have a sense of urgency?

Let’s look at how to quickly assess all five factors. First, money: Can the prospect afford what you’re selling? The easiest way to determine this is to ask, “Do you have a budget for this?” Without a budget, how can they possibly buy your product or service? If they say they have a budget, ask, “Would you mind sharing with me what your budget is?” Their answer tells you whether they can afford you or not.

Second, authority: Can the person you’re talking to write a check or purchase order? You can determine this by asking, “Who else in your organization is responsible for making this purchase decision?”

The third factor is desire. How intense is their desire to own your product or get your service? How important is it for them to take care of the problem your product would solve for them (e.g., reduce energy costs, control inventory, etc.)? You can gauge their desire through the content of your conversation with them as well as tone and body language. The best prospects have a burning desire to own your product or have you solve their problem.

The fourth factor for qualifying prospects is fit. Is this person a good fit for your business? Is there good personal chemistry between you and them? Does your product or service best meet their needs, or would they be better off using another vendor?

The fifth and final factor is urgency: What’s the prospect’s time frame for taking possession of this product or having this service performed? The more the prospect is in a hurry, the easier the deal will be to close. But if the prospect has no sense of urgency, you may spin your wheels for months — even years — chasing after them.

The lesson? When your marketing generates a phone call or email inquiry from a potential customer, don’t get too excited. Instead, immediately qualify the lead with MAD FU. Does the person have the money, authority, and desire to buy? Are they a good fit? Is their need immediate? The more “yes” answers you get to the MAD FU questions, the better your chances of making the sale.

Robert W. Bly

In the GDUSA May Enewsletter, I  acknowledged that I am a habitual and compulsive overworker. It may be too late for me, but surely it is not for you. The specific issue that triggered by comment was weekend work, but it fits into the much large context of trying to keep a balance in your life between work and play. This is not a frivolous issue and for many graphic designers and other creative professionals, finding the balance is crucial — because burnout is so common and so devastating to designers, because staying refreshed and creativity is often the key to career success and longevity, and because, hey, you only live once (as far as we know).

Diane Domeyer, executive director of The Creative Group, the specialized staffing firm, recently wrote an article — which will be reprinted in GDUSA’s next magazine — called “Keeping All Work and No Play At Bay.” In it she notes that the average workweek for creative professionals is 47 hours, that four in 10 respondents work 50 or more hours a week, and 62 percent bring work home on weekends. Among other things, Diane offers five tips will help you maximize your time on the job so you can pursue interests off the clock.

Here are her thoughts, in very short form:

1. Keep Your Calendar Realistic
Don’t plan too much for one day. Spend 10 minutes each morning creating a realistic to-do list and break big projects into smaller, doable tasks.

2. Simplify Your Surroundings
Manage your space, both physical and virtual. Organize your real and your virtual desktop.

3. Minimize Distractions
This is a tough one in a digital era. But to maximize productivity without cutting off sources of inspiration, check social media feeds and personal messages only during designated periods each workday and not all the time.

4. Take A Break
Take a breather from time to time. Health and productivity suffer when there’s no time to recharge; refill your water bottle for a walk, eat a decent lunch, close your eyes for five minutes.

5. Set Limits
This includes taming time-sucks such as meetings, take home work only in exceptional situations, hire project-based staff at peak periods, and delegate, delegate, delegate.

GDUSA

There are many different formats and designs to choose from when planning a direct-mail campaign. Finding the right format for your offer, niche, and budget is critical to the success of your campaign. Below are some of the most popular mail formats.

1. Letter package. The most common format is a basic letter package. In general, the package would consist of a letter, an order card or form, a brochure, and the outer envelope. Sometimes, there’s a lift note included. A lift note is a little note (perhaps 6 x 9 inches) that looks very personal–and may even be made to look as though it’s been written out by hand on stationery.

Some marketers do interesting things with the envelopes by making them look “official.” They may put words on them like “Verified Mail” and “Confirmation Number.” Or they may create a sense of urgency with words like “Express Letter Service,” “Rush,” and “High Priority Contents.” These are all ways to make sure your package gets noticed and moved to the top of the pile.

2. Self-mailer. Self-mailers are very versatile, and there are a variety of ways you can use them. They’re mailed just like a magazine. There are many types of self-mailers, but here are three favorites:

Slim Jim. This ranges in size from 6 x 10 to 61/8 x 111/2 inches. The J. Peterman catalog is famous for its use of the Slim Jim format. There’s a quality of elegance to this size and shape.

Magalog. The size is around 8 x 11 inches. It’s floppy, full of color, and made to look like an actual magazine–but it’s not. It’s actually a sales letter. This is very commonly used in health supplement and nutritional marketing.

Digest. It looks like a little booklet, kind of like Reader’s Digest. The size is usually around 6 x 9 inches. This kind of piece is very appealing to people. It feels good in the hand and looks like it would be fun to read.

3. Postcard. Generally, the least expensive type of direct-mail format is a postcard. Postcards are like self-mailers but with a lot less sales copy. You get the benefit of the prospect seeing your sales copy right away instead of having to open an envelope. Your prospect can read the headline and see what the offer is at a glance.

4. CD mailers. This format is really a cross between a standard mail piece and dimensional mail. It mails flat, but when it’s received, you can feel something lumpy inside. That’s what helps get this mail package opened.

The mailer should include a short letter or lift note and be personalized. But don’t present the offer in the letter. If you do, the prospect will have no reason to listen to the CD and will completely miss the most powerful sales tool in the package.

The CD mailer can deliver a powerful message. Not only do you get to connect with prospects through a letter, they also get to hear your voice and listen to your enthusiasm about whatever you are offering. Make it easy for prospects to respond by including a phone number or web address on the CD.

5. Dimensional mail. If you want to mail something that’s really going to stand out in the mailbox, then dimensional mail is your best option. Use dimensional mail to get people’s attention in hard-to-reach niches, such as medical professionals or business executives who have gatekeepers who screen their mail.

Dimensional mail has a much higher opening rate than traditional direct mail, and it’s easy to see why. A mail package with something lumpy inside will spark the curiosity of the person receiving it.

Dimensional mail can be used very successfully by small businesses targeting a small customer file. If you’re looking for a high response from 500 to 1,000 people and you can afford a higher mailing cost, then dimensional mail is definitely the way to go. It will get the customers’ attention and get them to respond.

6. Shock-and-awe package. This marketing method is an elaborate package that you send to people who have specifically requested information about your products and services, and/or have already placed an order with you. The idea is to exceed their expectations, engage their interest, and build their loyalty–and perhaps even a sense of obligation to you–by sending them a package of materials and goodies that’s unexpected and so impressive that it takes their breath away.

These packages should include as many items, and as wide a variety of items, as possible. You want it to be exciting to go through and look like there’s a lot going on there. Whatever you put in your package should be branded with your name and logo. You want the recipient to think of you every time he or she uses your mug, looks at your imprinted calendar or reads through the materials you sent.

These packages can be expensive to put together. But they also can be one of the best ways to spend your marketing dollar.

Craig Simpson

Think of all the time and money you spend driving traffic to your website, with the hope of it converting into leads and sales. What if you could tap into an entire pool of potential customers and clients without spending a dime? Referrals are not only the least expensive customers to acquire, but they are also typically the easiest to close.

How significant are referrals? Well, 85 percent of small businesses get customers through word of mouth. You are leaving a lot of revenue on the table if you aren’t attempting to generate referrals. Here are five ways to leverage existing customers and clients to make it rain referrals that I personally use to grow my online-marketing consulting business.

1. Under promise and over deliver.

I always like to under promise and over deliver — it creates happy clients that rave about you to everyone that will listen. If I told a client that a project would take three weeks to complete and it ended up taking four weeks they would be unhappy. If I said it would take three weeks and I delivered the final product at exactly the three-week mark they would be happy, but they expected it to be completed at that time. If I told them that it would take a month and I deliver in three weeks they are instantly turned into a raving, happy customer.

Related: Potential Referrals Are All Around You. Pay Attention.

I do this for two reasons. First, it’s always smart to account for the unexpected. If my company is doing a website redesign for a client, we work in extra time to account for unexpected events. What if a developer becomes sick and misses a day of work? What if the child of a designer is injured at the school playground and they have to leave early one day?

When you under promise and over deliver your customers are completely satisfied and they turn into instant brand ambassadors that will go out of their way to promote your brand, resulting in referrals.

2. Be 100 percent transparent.

While telling the customer or client what you think he or she wants to hear might get you a quick sale, it’s not going to result in them sending any additional business your way.

In the online-marketing industry there are several companies that will promise the world in order to get a new client. I can’t tell you how many times I’ve had business owners say things along the lines of, “If you can guarantee [insert ridiculous demand here] within 30 days I’ll sign a contract today.” I’m completely transparent with them, and while it’s not what they always want to hear and some end up looking for someone that will make false promises, in the long run this forwardness creates happy clients who tell other business owners about my company.

Complete transparency might slow your short-term gains, but I can promise you that it will greatly amplify your long-term growth and success.

3. Focus on solving the problems and satisfying the needs of your customers.

When you put your focus on the needs your product or service satisfies or the problems it solves, rather than the money, you create loyal brand supporters. Look at Apple and some of its most successful products, such as the iPhone. The company focused on creating an amazing product and the outcome resulted in an army of loyal supporters. If you want proof, find any “What smartphone should I buy?” question posted on social media and watch the supporters try to convince the person to purchase an iPhone.

When I consult with clients I focus on helping grow their businesses. When I turn them into satisfied customers I attract referrals, in additional to my retainer. If I didn’t put as much focus on their satisfaction, the retainer fee would still come in, but it’s the referrals that contribute to my business growth.

Related: 6 Barriers to Referral Success

4. Be thankful (and memorable).

One of the easiest ways to generate “money-in-hand” referrals is to send your customers and clients “Thank You” cards. When you show someone that you are thankful and appreciate of their business it instantly makes them feel good. It’s important to make it personal and show that you put some time and effort into it.

Anyone can fire off a “Thank You” email, but that doesn’t have the same impact a hand-written card does. I’m a big fan of hand-written cards — I also send them out during the holiday season. I’m not a fan of buying a big box of generic cards. I like to pick out a card specific to each client — one that reflects his or her personality or will connect to them in some way.

Since I speak to my consulting clients multiple times a week I get a very good feel for their personalities and I also learn enough about their personal interests, so I’m able to pick out a card that really triggers emotions. I like to send one to mark six months and then another one after we have been working together for a full year.

5. Ask for them.

This is the easiest one — simply ask for referrals.

What’s the worst thing that can happen? They tell you no or that they don’t know anyone who would be interested in your product or service. The best scenario? They hand over a referral on a silver platter, primed and ready to convert. If you have one-on-one communication with your customers and clients then always ask them in person or over the phone — it’s much harder for them to say no when you ask them directly. It’s much easier to ignore an email, although I have seen many brands see success by including a very subtle, “Love our products? Forward this email to your friends that would love us too!” line at the end of emails.

Jonathan Long

Used with well-defined and explicit Return On Investment success in corporations worldwide, Six Thinking Hats is a simple, effective parallel thinking process that helps people be more productive, focused, and mindfully involved. A powerful tool set, which once learned can be applied immediately!

You and your team members can learn how to separate thinking into six clear functions and roles. Each thinking role is identified with a colored symbolic “thinking hat.” By mentally wearing and switching “hats,” you can easily focus or redirect thoughts, the conversation, or the meeting.

	The White Hat calls for information known or needed. “The facts, just the facts.”
	The Yellow Hat symbolizes brightness and optimism. Under this hat you explore the positives and probe for value and benefit.
	The Black Hat is judgment – the devil’s advocate or why something may not work. Spot the difficulties and dangers; where things might go wrong. Probably the most powerful and useful of the Hats but a problem if overused.
	The Red Hat signifies feelings, hunches and intuition. When using this hat you can express emotions and feelings and share fears, likes, dislikes, loves, and hates.
	The Green Hat focuses on creativity; the possibilities, alternatives, and new ideas. It’s an opportunity to express new concepts and new perceptions.
	The Blue Hat is used to manage the thinking process. It’s the control mechanism that ensures the Six Thinking Hats guidelines are observed.