P.C.M. Should you bother becoming certified? I’m game for discussion by Tony Green

Miller Lite Logo

I was reading some postings and discussions on the merit of becoming a Professional Certified Marketer. I wrote a number of these entries myself.  Some state the certification being a worthwhile investment of time. Others find it silly to be certified as a marketer by passing a multiple choice test. Regardless of your standing on the topic the question always generates a response.

I remember as child growing up watching Miller Lite commercials on television. One version of these used retired football and baseball stars to argue in a 45 second spot over whether Miller Lite should be purchased and consumed because Lite had less filling or superior flavor.

If you wondering what this has to do with being a marketer the point of this commercial is while you and your drinking buddies were argued over the merits of Miller Lite you were focused on Miller and not any of the beers its competitors offered. Who cared which side you were on as long you went to your alcohol supplier and bought a 12-pack to sample so you could make the call for yourself?

Similarly with the P.C.M. question debate does make for thought provoking postings in the blogosphere.

What is the harm of talking? I thought marketers had the job of engaging discussion among its prospects and customers.  An interesting quote by Tom Hespos of Underscore Marketing comes to mind which states,”… What they don’t realize is that for communication to have credibility…, it needs to be a two-way dialogue between human beings, not a one-way message from a marketing department to a “target audience.” I think I my thinking should be finished for now, and a cold beer would be excellent at this point.

In the words of the commercial, “Tastes great, less filling”. Earning your PCM certification or not. I would think the reader would not decide on the basis of my blog posting. Maybe the marketing knowledge I learned studying for my P.C.M. exam was of some use.  Does this allow me to call myself a marketer? That is the topic for another blog entry, which I hope would lead to further dialogue. Conversation in the long term cannot be a bad thing for the marketing profession.

A lot of money, for Wind - a free resource by Tony Green

Wind power - A truly free resource? 

The wind blows as a result the uneven heating of the surface of the earth and its rotation. Since air currents are a natural resource the question becomes why is the cost such a pressing issue for installing wind turbines which can be a part of the solution to reduce our dependency on foreign oil?

The energy created by wind does not take place spontaneously.  A large number of complex electro-mechanical equipment is required to capture the power of this resource. Some of these components include towers, gears, and blades. Making this all happen requires engineering process and design which, in turn, costs money.

More ever, in many wind projects feasibility studies are completed to assess the impact a wind project in question will have on the environment and on the people who would become neighbors of the proposed wind project.

Another obstacle which must be addressed is the siting of the project which involves ensuring the piece of land which satisfies the required wind resources requirement does not encounter any other major issue, for example, if any endangered species would be affected the project may not be allowed to go forward.

Wind turbines offer cheap electricity, lower CO2 emissions, reduce our dependency on foreign oil, and could help in building a “new” economy based on being “green”.

Regardless of whether the value wind turbines provide is free or not clearly unlocking its potential would benefit everyone. Wouldn’t that be worthy of investment?

For more about wind power Click Here.

Can I really Learn Japanese? by Tony Green

Written Kanji Characters

This adventure started in December of 1996. I had just begun my initial western deployment as third class petty officer aboard the U.S.S. Topeka based out of Pearl Harbor, Hawaii. My first stop would be the naval base in Yokosuka, Japan. Our port call would be my first trip to a foreign country and I thought there would be a benefit to knowing a little Japanese by the time I arrived.

I bought a book titled “Speaking Japanese” at the Navy Exchange on base and begin to read. During deployment while you are on station plenty of time is available to study due to our rotation of six hours on watch and 12 hours off. After a few days it was good to get you mind into something else other than engineering and submarine qualifications.   

Over time I was able to learn a enough to converse on a basic level. Once I left the Navy I had placed the action item on my list of life objectives was to take a formal Japanese class. I realized only so much knowledge could be absorbed without proper coaching. Hasn’t every native English speaker had some instruction in grammar while they were in school?

Typically my family visits my in-laws once a year in addition I have had to go to Japan for business purposes. It seemed logical to try and improve on my skill set. When I mention my wife and children are able to converse people in general expect I should be able to comprehend the language in some capacity.

I have encountered many people who assume that since my spouse is a native speaker she should be able to teach you. In theory this is true but in reality some level of understanding of the language needs to be n place before a native speaker would be able to help you. For instance, if I met a person who wanted to learn English but not able to not speak more than one or two word snippets then my native speaking skills are useless until a command of some basic grammar was in place.

When I looked at classes taught by surrounding community colleges and universities I found they were rather expensive. I was at a networking meeting a few months ago and someone mentioned the Japan Society of Northern California as a place where I might attend classes from a beginner level. I had picked enough a good deal knowledge on an ad hoc basis, where might studying in a structured environment lead me?

As an update I started a formal class with the Japan society of Northern California for the first time. Grammar is a good thing to understand to get a feel for a language. Day by day I am able to comprehend an increasing amount of my wife’s conversations with my daughter.

I admit I will probably never become fluent but how far can I go? Can I ever engage in dialogue in Japanese? Have a conversation with my in laws? Only time will tell.  

Photo courtesy of IStock.com

A submarine tragedy: 10 years since the sinking of the Emine Maru by Tony Green

USS Greeneville pulling into Pearl Harbor 

I am proud of being a submariner. Even though there were long hours, stressful times and many nights spent away from home when I reflect on my experience I feel very privileged to have served my country.  I am especially honored to be part of the “dolphin” wearing submariner community past and present.

I remember one occasion where I did not have the inclination to mention while I was in the Navy I served on submarines.  The instance was after the sinking of the Emine Maru off the coast of Pearl Harbor ten years ago by the U.S.S. Greeneville.  I was in Pearl Harbor at the time serving out the final two months of my enlistment before leaving the service and moving to California.

Ten years later I still cannot believe the sinking happened. Submariners take pride in being the best and the reason for this is its disciplined approach to following procedures. In all honesty if a submarine tried to intentionally hit a small boat on the surface after performing an emergency blow I am not sure it could be accomplished. On many occasions submarine skippers and crews entertain civilian guests. During these events the visitors are shown the capabilities of the submarines.  Two of the favorite activities are, “angles and dangles” which are high speed turns and an emergency blow.

An emergency blow is a maneuver a submarine uses to propel to the surface in the event of an emergency. The process involves blowing high pressure air into the submarines ballast tanks providing buoyancy for an ascent to the surface. Procedures are in place to prevent hitting any objects that may be on the surface. A visual look at the surface, in addition, to monitoring potential contacts through sonar and fire control should ensure no vessels in the area before any proposed surfacing.

In this case, though, other factors in play allowed the standard procedures to be bypassed. What followed was after the U.S.S. Greeneville ascended from 400 feet as part of the emergency blow the submarines’ hull comprised on HY-100 steel is designed to slide through the Arctic ice tore clean through the Emine Maru and the trawler sank in five minutes nine miles from Diamond Head beach. Nine people lost their lives including four teenagers.

In the civilian sector there are occasions where no consequences result from deviating from an established procedure. However, in the military world failure to follow protocols can cost you or other people their lives. Unfortunately, not only are the lives of the families affected but the entire submarine community from the skipper who ultimately was held responsible to everyone who has worn dolphins. Perhaps we can all learn from this and the senseless loss of life will not happen again.    

Professional Certified Marketer (P.C.M.) Recertification by Tony Green

Professional Certified Marketer Logo

The decision to take the test to become a P.C.M. has been made.  After completing an application, paying a fee, and passing the five hour 200-question multiple choice examination you are now a Professional Certified Marketer. Now what?

The certification from the initial test lasts three years. During the first certification period 36 hours of credits including training, classes, or articles related to marketing are required to maintain your certification.

A marketer you should always be improving their skill set and keeping up to date with the latest trends. But let’s be honest with jobs and families picking up training may be challenging especially if prospective events are scheduled after working hours. 

My first piece of advice: Take gathering your credits piece by piece by using the different delivery methods a few hours every quarter. Some the available methods include online webinars. The American Marketing Association (AMA) offers periodic webinars on a variety of marketing topics.  Other methods comprise physical attendance at events related to marketing.  In my case, the Silicon Valley Marketing Association (SVAMA) conducts many high quality events which allow you to keep up with the latest trends in marking while getting a chance to network with other marketing professionals. Also, any work related training in marketing you participated in would count as well.

My last piece of advice is to be organized and make sure you document all the events you attended.  Even if the event in only an hour in length you will be surprised on how quickly that can add up. You have worked hard preparing for the test and passing the exam. Furthermore your certification now functions as a calling card to your professionalism. Why should you let the P.C.M. certification lapse?  You earned it.  Why lose it?