A Technologist s Guide To Performing & Surviving In The New World

A Technologist’s Guide To
Performing & Surviving In The New World
Parrotology:
Stop Being A Commodity
& Become Irreplaceable
(Assessment)

By Pat Ferdinandi,
Chief Thought Translator &
Business Architect
Strategic Business Decisions, inc.

(w ith valuable insight and inspiration from Scarlet Ferdinandi)

Parrotology Squawkable Squawkable
is a play on the word
Technologist’s
Parrots squawk to greet the morning sun or to say goodnight at sundown. Remarkable
Guide To & adapted from the book
Performing & Parrots squawk to each other and other species. Parrots squawk when Purple Cow
Surviving in they are happy. Parrots screech to alarm of danger. Parrots screech in by Seth Godin.

The New dismay of something another parrot or species does.
World

First Page Business people do the same…they squawk good things…they screech when
Order Page things aren’t ok. A Technologists goal is to become squawkable by the business community. To
SBDi Info
be squawkable, a technologist needs:
Blog
eZine Sign-up
To be someone of value to those around you.
eMail Pat
To be a trusted advisor to powerful individuals.
eMail Scarlet
To be a linchpin between different perceived groups facilitating
positive action.
To be creative, inspiring, and proactive in accomplishing great things.
To take personal pride in achieving something greater than oneself.
To personally connect with individuals and groups that do not think or act like you.
To become indispensable to all of your communities.
To be someone others go out of their way to spread good words about you.

You may be squawked about within your own technology team and with other
technologists. In today's economic environment, you need to be squawked
about by the business species! Find out how to be squawked about by the
business flock.

Parrotology Truth: Business squawks far and wide about
those that provide perceived value.

 © 2010 Strategic Business Decisions, inc. 2 SBDi-Consulting.com / 973-509-9427 

Parrotology
Technologist’s
This section of Parrotology is free. Post it, eMail it, tweet it, spread it anyway you wish. Just
Guide To
attribute to SBDi. But PLEASE don’t sell or change any of this content without express
Performing &
Surviving in permission from SBDi.
The New
World

First Page
Order Page
SBDi Info This book was prepared by: Pat Ferdinandi, Chief Thought Translator / Business Architect
Blog &
eZine Sign-up Scarlet Ferdinandi, Solomon Island Eclectus Hen /
eMail Pat Princess who must be obeyed
eMail Scarlet

Photographer: Pat Ferdinandi

No parrot was harmed during the writing, assembling, or making of this eBook. However, the
occasional nip of the finger had to be instigated by Scarlet to get Pat to continue working and
eventually finish this eBook.

Strategic Business Decisions, inc.
PO Box 638 Montclair NJ USA 07042 973-509-9427
PatF@SBDi-Consulting.com / SBDi-Consulting.com / Twitter @ThoughtTrans
Technology-Focused Blog / Business-Focused Blog
© 1993-2010 Strategic Business Decisions, inc. (SBDi). All rights reserved.


Parrotology This Is Dedicated…
Technologist’s
Guide To
Performing &
Surviving in
The New
World

First Page
Order Page
SBDi Info
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eZine Sign-up
…To All The
eMail Pat
Feathered Individuals
eMail Scarlet

In the World
And
To All Those
Who Love Them


Parrotology Be Easy On Your “P inning” Eyes
Technologist’s
Guide To
Performing &
Surviving in
The New
World

First Page
Order Page
SBDi Info
Blog
eZine Sign-up
eMail Pat
eMail Scarlet


Parrotology What’s Inside (Self Assessment)
It Doesn’t Matter
Technologist’s The New Rainforest if You Know About Engaging
Guide To ~
Performing & Squawkable / The Rules Of The New Rainforest / Your Success Depends on
Business People, Parrots, And Techies / Imagine Your Success / How Good You Are
Surviving in
Rate Your Skills / A History Lesson / You’re A Commodity When / at Engaging!
The New
Business Expectations / Accept The Real Hierarchy /
World
Create Your Perspective / Excuses Don’t Fly / Number One Excuse
First Page
Order Page How Engaging Are You
SBDi Info Where You Think You Are / Let’s Be Specific / Self Assessment / Your Score
Blog
eZine Sign-up You Are Here
eMail Pat
Where Are You / The Best / Rate Your Skills / You Are Here / The Hard Work
eMail Scarlet

More Feeding Grounds
Truths & Tip Reminder / Stretch Your Wings / Ready To Explore /
The Rest Of The Flock Is Leaving (Order Form)

Squawkin’ About Us
How This Story Hatched / Who We Are / Pat’s Story / Scarlet’s Story / Giving Credit Where Credit Is Due /
When You Need Help / Chirps From Other Flocks


Parrotology The Rules Of The New Rainforest Save a Rainforest!
Technologist’s View on Screen.
Guide To The cultural environment pendulum has swung back from me to we.
Selectively Print.
Performing & In order for you to succeed in your career and life, you need
Surviving in to form an extended flock (aka community) with people who do not
The New think like you, act like you, or work like you.
World

First Page
Individual knowledge is no longer power. The ability to collectively share knowledge makes you the
Order Page
valuable participant. You must be able to communicate and engage members from a different
SBDi Info community. You must survive in today’s work climate by forming long-term relationships outside of
Blog your flock and comfort zone. To succeed in today’s environment, you must engage with people
eZine Sign-up using skills that may not feel natural.
eMail Pat
eMail Scarlet
This book will expand your current skill set to become a valued member of this new flock.
Implementing these skills will promote you to become a valuable flock leader and open doors to
more opportunities than you ever imagined!

Throughout this eBook, you will read about the new rules (Parrotology Truths) of the rainforest
and suggested ideas (Preening Tips) that will help you become squawkable by the business
community. Post one, two or all of them where you will continually be reminded to practice until
each one becomes part of you! Keep them in your wallet; post them on your phone or
mirror…anywhere to keep them in front of your mind!

Preening Tip: Become squawkable by the business community.


Parrotology Business People, Parrots And Techies
Technologist’s
While I was talking with my husband about what happened during the day with my client, I heard
Guide To
Performing & Scarlet chirp “Hello.” I looked over and she was talking to the shrimp that she could not reach. It
Surviving in then dawned on me that she was trying to convey her “wants” using language she had learned as
The New a means to communicate with my husband and me.
World

First Page At that moment I realized that keeping a business person engaged in the development of any
Order Page technical project, requires communicating with a different species. Neither truly understands how
SBDi Info to talk with each other. I looked at my own career (during good and bad economic times) and
Blog realized that the secret to my continual success was my ability to communicate with both the
eZine Sign-up business and technology community. With that ability I’ve been able to build long-term trusting
eMail Pat
relationships that have kept me successful.
eMail Scarlet

For a year or two, as the idea for this book was percolating in the back of my mind, I began to
notice other nuances with Scarlet. I noticed things about living and communicating with a parrot
that applied to the communication between technicians and the business community.

Why a parrot and not a dog or cat? Because parrots learn how to get
their needs met by using human speech…the same way
business users try to get their needs met and try to use
(incorrectly most of the time) techie speak.

The process of bridging the communication gap
between business and technologists can be improved.
Once the technology community learns some basic
techniques, a business person’s attempt will open a
door to exciting opportunities.

Preening Tip: Learn to communicate
WITH people not like you.

Parrotology Imagine Your Success
Technologist’s
Guide To Imagine getting a phone call from the Senior Vice President of Marketing.
Performing & “Hi, Joe.”
Surviving in “Hi, Wyn. How are you doing?”
The New “I’m fine. Listen, I’m about to pitch to the Executive Committee my social media strategy. I
World really would appreciate it if you would take a look at my pitch and add a comment or two
First Page about the technology part of it. Could you stop by sometime today?”
Order Page
SBDi Info Imagine getting a call from your third level manager.
Blog “Hi, Joe.
eZine Sign-up
“Hi, Sultan. How are you doing?”
eMail Pat
“Fine. I just got a call from the SVP of Operations. He wants to go ahead on this major
eMail Scarlet
warehousing application using the latest technology. He specifically asked for you. Would you
mind transferring to this other group and leading the technology effort?”

Imagine getting a call from the number one sales person for the organization who left for another
opportunity.
“Hi, Joe.”
“Hi, Christina. How are you doing?”
“GREAT! The job I have at this new company is really exciting. Hey, they are looking for
someone to lead the technical group. Would you like me to hand submit your resume?”

This is ALL possible…if, and only if, you obey the rules of the new rainforest.

Parrotology Truth: It’s about connecting with people
NOT like you through perceived value.


Parrotology Rate Your Skills
Technologist’s
Guide To Before we begin, how would you rate your current technology-focused skill set? Are you the BEST in
Performing & the world at what you do and know? Not the best in your team. Not the best in your company. Not
Surviving in the best in the business industry. We are talking about being the best in the world! Be honest. No
The New one is going to see this but you. This is NOT the time to be delusional. This is the time to be
World
realistic. Your future wealth is dependant upon the truth.
First Page
Order Page
SBDi Info
On a scale of 1 to 5 (5 being the best), record your opinion of your technical skills and degree of
Blog process knowledge by completing the chart below.
eZine Sign-up
eMail Pat
eMail Scarlet

Scale of 1 – 5
(5 being the best)
Technical Skills

Process (Best Practice) Knowledge

Preening Tip: Always know where you are.


Parrotology A History Lesson
Technologist’s
Thirty years ago, you could get by with your basic technical knowledge. If you knew the latest
Guide To
Performing & technology, you were rewarded very nicely. The better you were in the latest technology, the better
Surviving in the pay and projects.
The New
World Fifteen years ago, if you had the technical knowledge and a good understanding of the best
First Page practices (aka process) knowledge, you were rewarded very nicely. Being great at both gave you
Order Page great pay and great projects.
SBDi Info
Blog
Then came outsourcing and the global reach of the Internet. An abundance of skilled IT workers
eZine Sign-up
with the right technological knowledge and access to the written and easy-to-follow best practices
eMail Pat
eMail Scarlet made your skills commonplace. Because you didn’t have the third and most important skill, the
business community viewed you as a commodity. Once a commodity…cheap wins! Your value
decreased…along with your paycheck and opportunity to participate on exciting and challenging
projects.

Parrotology Truth: The survival rules have changed and no one told you.


Parrotology You’re A Commodity When…
Technologist’s You have little or no relationship with the business community.
Guide To
Performing & You pride yourself solely on your technical talents and process knowledge.
Surviving in
You care more about specific technologies than business results.
The New
World You believe they don’t pay you enough to do anything outside of your technical abilities.
First Page You think in terms of you and not them.
Order Page
You view the IT/Business relationship as us versus them.
SBDi Info
Blog You are paid for just showing up.
eZine Sign-up
You do what you are told…need a rulebook…need to be measured.
eMail Pat
eMail Scarlet
If all you can do is the task and you’re not in a league of your own at doing that task, you are a
commodity! A person at risk of your management looking around for someone that can do the same
task cheaper. Your value, if you aren’t the best at that task, has decreased and will keep on
decreasing with each passing day. The business is NOT loyal to commodities.

Parrotology Truth : Business people crave the connection…
to be understood…
to be heard…
to be helped.

Parrotology Business Expectations
Technologist’s
Guide To You have been taught (ok, brainwashed) into being a commodity…fitting in, following instructions,
Performing & not rock the boat and exchanging a day’s work for a day’s pay. That is why you are watching your
Surviving in value decrease.
The New
To increase compensation now is to become indispensible by the business community. That can only
World
be accomplished when you EXCEED expectations. Merely meeting expectations results in becoming
First Page a commodity. The problem with meeting expectations is that the business community doesn’t
Order Page squawk about it. To make matters worse most technologists can’t specify what would meet, let
SBDi Info alone exceed expectations.
Blog
In business terminology… business expects you to HELP them:
eZine Sign-up
1. Exceed their corporate goals
eMail Pat
2. Exceed their manager’s goals
eMail Scarlet
3. Exceed their personal goals
4. Make life easier…not complicated

Parrotology Truth: You are on the commodity freeway to cheap!


Parrotology Accept The Real Hierarchy
Technologist’s
Guide To Here’s the poop…Information Technology is a cost center.
Performing &
Surviving in
Yes, technology can be:
The New A cost savings
World A revenue generator
First Page A time saver
Order Page
A process facilitator
SBDi Info
Blog BUT…Information Technology will ALWAYS be viewed as a cost center to the business.
eZine Sign-up
eMail Pat
eMail Scarlet

Accounting
Sales Development
Product
Operations

Finance Legal
Distribution
Research
Customer Service Manufacturing
Board of Directors
Human Resources
Marketing
Information
Technology
Logistics


Parrotology Create YOUR Perspective LINCHPIN
Technologist’s (Based on book by

Guide To The world has changed and no one has shed enough light for you to see, Seth Godin)
The Indispensible Artist
Performing & understand and make changes that directly impact YOU. That is, until
who adds continual value by
Surviving in now. connecting different species
The New to make
things happen.
World If value is created by what YOU choose to do, then it’s up to YOU
First Page to make the effort to improve the business relationship YOU have.
Order Page To become indispensible to the business community involves doing difficult
SBDi Info work. The act of bringing YOUR whole personal self (intellectual and emotional) to the purpose of
Blog engaging those not like you. You just don’t know how to go from me to we.
eZine Sign-up
eMail Pat YOUR personality and attitude are more important than you realize. The real work is the
eMail Scarlet indispensible work of connecting both intellectually and emotionally with the business species. YOU
can be the differentiator. YOU can be the one successful person that bridges the different
communities. To be the linchpin.

It’s up to YOU!

Preening Tip: Build a trusting relationship…
one person at a time…
one interaction at a time.


Parrotology Excuses Don’t Fly
Technologist’s
Guide To You are your own worst enemy. You go right to an excuse before you think and absorb something
Performing & that doesn’t fit within the framework of what everyone else is doing or within your comfort zone.
Surviving in This could be a self-confidence issue. This could be a fear of failure. It could be because you were
The New taught to fit in and be like everyone else. It doesn’t matter because the outcome is the same…you
World don’t take the challenge to become a success!
First Page
Here are the excuses I hear most often:
Order Page
SBDi Info I don’t live near Emotional connection doesn’t necessitate being next to someone. Emotional
Blog the business connection requires getting to know him or her on a personal level:
eZine Sign-up community to • Start every conversation by asking about his or her family.
see them in • Set up a video conference so you can see one another.
eMail Pat
person.
eMail Scarlet • Send articles on his or her hobby.
My job doesn’t Introduce yourself in a curious manner:
interface with • Email/call to find out more about the business unit so you can do your job
the business better and serve the business community better.
community. • Sit at a different lunch table, one that contains business people.
• Attend a business networking event.
I’m shy, his or Your responsibility is to listen, not speak:
her language is • Make a list of what you are good and comfortable doing. Generalize it and
my second you’ll start to see other areas in which you can help.
language. • Listen for something you do know about and where you can help. Your
shyness or accent won’t matter to them if you can add value.
• Listen for common areas in which the business needs assistance. Learn
that missing skill or find someone you can introduce to the business
person that has the skill.
Business user You need to make sure to add value…their perceived value…for the next several
doesn’t want to interactions:
take my calls or • Have articles ready.
meet with me. • Find customers for him or her.
• Introduce him or her to someone who can help them.

Parrotology Number One Excuse
Technologist’s Soft skills don’t enhance my resume.
Guide To
Performing &
Surviving in Think again!
The New
World
If you become

First Page
valuable to the
Order Page Business Community,
SBDi Info
Blog word of mouth
eZine Sign-up
WILL BE YOUR
eMail Pat
eMail Scarlet new resume!

Preening Tip: Stop the excuses and take a chance…
on success!


Parrotology Where You Think You Are Save A Rainforest!
Technologist’s Print only
You have been traveling blind through the natural habitat of the business
Guide To what you need on
community. Sure, you may think just because you are the best in a specific Recycled Paper
Performing &
Surviving in technical skill…that you are appreciated. The truth is: the business community
The New doesn’t trust you. Your internal customer works with you because he or she sees no other way.
World
Why…because you do not add the type of value he or she can depend on regularly. The relationship
First Page
Order Page
you have formed is as short-lived as a bridge made out of twigs. You are project- or job-focused
SBDi Info and not relationship focused! You’ve remained within your own techie flock avoiding any apparent
Blog risk to venture out of your existing forest.
eZine Sign-up
eMail Pat
What do you think is your number one skill to increase opportunities?
eMail Scarlet It’s not your process knowledge
It’s not technological knowledge
It’s not even your relationship with other technicians

Your success is based upon your ability to engage the business community in a long-term,
trusting relationship. This is the reality of the new rainforest landscape. It is the strength of your
relationship with the business flock that will present more opportunities to work for the best, with
the best, and achieve the best. It is the business user perceived value in you that will keep you
employed, challenged, and inspired.

To begin your journey, you will need a flight plan. To make a flight plan, you need a map. A map
that identifies where you are today. Not where you think you are but where you actually are
perched.

Let’s see how good is your compass. On a scale of 1 to 5 (five being the best), how strong are your
relationship-building skills with people within your business community?

Write on the line where you think you are perched: __________.


Parrotology Let’s Be Specific
Save A Rainforest!
Guide To
Engaging (relationship-building skills) can be evaluated and strengthened in
what you need on
Performing & five categories… Recycled Paper

Surviving in
The New Attitude (the core of your ability to engage)
World Communication (the distribution of your efforts)
First Page Focus (the direction of your efforts)
Order Page
Value (what you provide others)
SBDi Info
Blog Work Style (the discipline of your efforts)
eZine Sign-up
eMail Pat
All five are interrelated. Excelling at one or two is not sufficient. Success occurs when you excel at
eMail Scarlet each one of the areas individually and use the skills for each to strengthen the whole Engaging self.

Let’s see how good is your compass for each specific area. On a scale of 1 to 5 (five being the best),
how strong are your relationship-building skills with people within your business community?

Self
Evaluation
Attitude Your feelings towards the business community.

Communication Your effectiveness in communicating with the business
community.
Focus Your priority for engaging with the business community.

Value The type of value you provide the business community.

Work Style Your daily activities to engage the business community.

Sum Total / 5
Does it match your score on the previous page?
Let’s find out if you’re right…

Parrotology How Engaging Are You (Attitude) Questionnaire is
Technologist’s adapted from the book
Use the following key to answer the attitude-related questions. YES!Attitude
Guide To
by Jeffrey Gitom er
Performing & Remember, you are only fooling yourself if you misrepresent yourself.
Surviving in
Key:
The New
World 1 = Never ~ 2 = Rarely ~ 3 = Sometimes ~ 4 = Frequently ~ 5 = Always
First Page
Order Page
SBDi Info
Blog
Circle One
eZine Sign-up
1a. I pay for my own career-related training. 1 2 3 4 5
eMail Pat
eMail Scarlet 2a. I take the blame when something goes wrong (even if it was a business contact 1 2 3 4 5
or colleague error).
3a. I greet every business contact with a genuine smile and, if in person, a 1 2 3 4 5
handshake.
4a. I tell the business contact in terms of what can be done, not what can’t be 1 2 3 4 5
done.
5a. I thank all business contacts, in writing, for his/her participation throughout the 1 2 3 4 5
project.
6a. I make an effort to become friends with every business contact. 1 2 3 4 5

7a. I can name 5 business contacts I consider to be trusted advisors. 1 2 3 4 5

Sum Circled


Parrotology How Engaging Are You (Calculate Attitude)
Technologist’s
1. Record your count of: 1’s, 2’s, 3’s, 4’s, and 5’s.
Guide To
Performing & 2. Multiply across each row to determine your current score: 1 x # = ?
Surviving in
The New 3. Total the score column.
World 4. Record the total score on page 29.
First Page
Order Page
SBDi Info Circled Your Count Score
Blog
1 X =
eZine Sign-up
eMail Pat 2 X =
eMail Scarlet 3 X =
4 X =
5 X =
Attitude Sum Score

That wasn’t so bad…let’s answer the rest of the questions.


Parrotology How Engaging Are You (Communication)
Technologist’s
Use the following key to answer the communication-related questions.
Guide To
Performing & You’ll only know how far you’ve grown when you know where you started.
Surviving in
Key:
The New
First Page
Order Page
SBDi Info Circle One
Blog 1c. I allow others to finish speaking before I provide a response. 1 2 3 4 5
eZine Sign-up 2c. When expressing my point of view or thoughts, I avoid using phrases similar to: 1 2 3 4 5
eMail Pat you should, yes…but; trust me; I believe; however; you better; I think;
eMail Scarlet although; IMHO
3c. I seek to talk (in person or by phone) to someone over texting, IM, or eMailing. 1 2 3 4 5
4c. I am comfortable presenting to executives. 1 2 3 4 5
5c. I often share personal stories that relate to something I have in common with 1 2 3 4 5
the business contact.
6c. I explain delays and complications only in terms of how the matter is being 1 2 3 4 5
corrected and resolved.
7c. After the project is over, I call a business contact at least once every two months 1 2 3 4 5
to keep in touch.
8c. I check with the business community during network or production outages to 1 2 3 4 5
see how I can help.
9c. I provide regular progress reports to the business community in terms of their 1 2 3 4 5
business goals.
10c. I describe architectural models to my business contact using business scenarios. 1 2 3 4 5
Totaled Circled


Parrotology How Engaging Are You (Calculate Communication)
Technologist’s
Guide To 1. Record your count of: 1’s, 2’s, 3’s, 4’s, and 5’s.
Performing &
2. Multiply across each row to determine your current score: 1 x # = ?
Surviving in
World
4. Record the total score on page 29.
First Page
Order Page
SBDi Info
Blog
eZine Sign-up Circled Your Count Score
eMail Pat
1 X =
eMail Scarlet
2 X =
3 X =
4 X =
5 X =
Communication Sum Score

Two of five done…keep going!


Parrotology How Engaging Are You (Focus)
Technologist’s
Use the following key to answer the focus-related questions.
Guide To
Performing & You’ll soon realize that value of refocusing your attention.
Surviving in
The New
Key:
World
1 = Never ~ 2 = Rarely ~ 3 = Sometimes ~ 4 = Frequently ~ 5 = Always
First Page
Order Page
SBDi Info
Circle One
Blog
1f. I ask questions to learn and understand, not to show off what I already 1 2 3 4 5
eZine Sign-up
know.
eMail Pat
eMail Scarlet
2f. I keep information about others confidential (even if it is not expressly 1 2 3 4 5
stated).
3f. I leave my business knowledge at the door when talking with any business 1 2 3 4 5
person.
4f. I know basic personal information about each business contact. Examples 1 2 3 4 5
include: number of children and ages, college alma mater, favorite sports
team, pets and hobbies, favorite food, last job success.
5f. I attend outside business events with my business contact. 1 2 3 4 5
6f. I provide well thought-out meeting minutes to the business contact using 1 2 3 4 5
non-technical terminology.
7f. I make technical decisions based upon the business user’s needs over my 1 2 3 4 5
technical desire to try something new.
Totaled Circled


Parrotology How Engaging Are You (Calculate Focus)
Technologist’s
Performing &
Surviving in
World
First Page
Order Page
SBDi Info
Blog Circled Your Count Score
eZine Sign-up
1 X =
eMail Pat
eMail Scarlet 2 X =
3 X =
4 X =
5 X =
Focus Sum Score

Almost done…just 2 more area to assess.

Parrotology How Engaging Are You (Value)
Technologist’s
Use the following key to answer the value-related questions.
Guide To
Performing & You’ll uncover your real value to the business community.
Surviving in
Key:
The New
First Page
Order Page
Circle One
SBDi Info
Blog 1v. Colleagues seek my advice at least 3x a week. 1 2 3 4 5
eZine Sign-up 2v. Colleagues offer to help me without my asking for their help. 1 2 3 4 5
eMail Pat
3v. I come up with 10 or more thought-provoking questions to ask the business 1 2 3 4 5
eMail Scarlet
contact that make him or her think differently and provide additional
unknown nuances about the business.
4v. My business contact trusts my judgment implicitly. 1 2 3 4 5
5v. I look for ways to help each business contact achieve his/her next career 1 2 3 4 5
goal.
6v. Without any initiation on my part, I receive regular positive feedback from 1 2 3 4 5
the business community.
7v. I’m asked by the business community to participate in strategic planning of 1 2 3 4 5
new high-profiled projects.
8v. I provide value to the business contact that he or she perceives as 1 2 3 4 5
important.
Totaled Circled


Parrotology How Engaging Are You (Calculate Value)
Technologist’s
Performing &
Surviving in
World
First Page
Order Page
SBDi Info
Blog Circled Your Count Score
eZine Sign-up
1 X =
eMail Pat
2 X =
eMail Scarlet
3 X =
4 X =
5 X =
Value Sum Score

You’re on the last lap…
you can see the finish line…
just one more set of questions.

Parrotology How Engaging Are You (Work Style)
Technologist’s
Use the following key to answer the value-related questions.
Guide To
Performing & You’ll uncover your real value to the business community.
Surviving in
Key:
The New
First Page
Order Page
SBDi Info Circle One
Blog 1w. For ½ hour every day, I read personal development books, articles, eZines, 1 2 3 4 5
eZine Sign-up and blogs that focus on character building skills (attitude, trust building,
eMail Pat verbal communication).
eMail Scarlet 2w. I watch less than 12 hours of TV a week (including watching videos 1 2 3 4 5
(news/youtube) and game playing on the TV, Wii, xBox or PC).
3w. I ask myself “How Good Am I At Something” when reading or listening to a 1 2 3 4 5
topic I have knowledge about
4w. I Google my business contacts before meeting them. 1 2 3 4 5
5w. I return a business contact’s call and eMail within 15 minutes of seeing it 1 2 3 4 5
(even if I do not have an answer yet).
6w. I send a colleague “thank you” eMails (copy their management) even when 1 2 3 4 5
the task is part of his/her job.
7w. I have lunch with a business contact at least once a week. 1 2 3 4 5
8w. I call the business contact before sending him/her an important eMail that 1 2 3 4 5
affects him/her.
Totaled Circled


Parrotology How Engaging Are You (Calculate Work Style)
Technologist’s
Performing &
Surviving in
World
First Page
Order Page
SBDi Info
Blog
eZine Sign-up Circled Your Count Score
eMail Pat
1 X =
eMail Scarlet
2 X =
3 X =
4 X =
5 X =
Work Style Sum Score

Ready to calculate your full engaging score?


Parrotology Calculate Your Personal Score
Technologist’s
Guide To 1. Record your count score from each of the key areas of Engaging.
Performing &
2. Record your initial estimate from page 18.
Surviving in
The New 3. See any difference between your actual score and your initial estimate?
World
4. Sum your total Engaging score.
First Page
Order Page
SBDi Info
Blog Result from Your Score Your Initial
eZine Sign-up Page Estimate
eMail Pat
Attitude 20
eMail Scarlet
Communication 22

Focus 24

Value 26

Work Style 28

Your Total Score

Ready to see how engaging you are?


Parrotology Where Are You
Technologist’s
Guide To Your Your Your
Performing & Original Actual Actual
Surviving in Idea Score Results
The New
You’re extremely valuable to the business community. Business will
World
5 185 – 200 continue to seek you out for great assignments. Management will select
First Page
you to be an integral part of the flock.
Order Page
SBDi Info The business community sees potential in you. You’ve got a good
Blog 4 160 – 184 understanding of what it takes to engage the business community. You
eZine Sign-up understand and are working on areas to keep learning, thinking, and
eMail Pat developing.
eMail Scarlet
You’re in the club where people think they have a good relationship
3 100 – 159 with the business community. The business may know you but good
assignments will go to those with higher scores. You need to open your
eyes and learn more skills that will help you and your career.

Business people probably view you as arrogant. You are limited in your
2 60 – 99 ability to move the business (and your career) forward. You need to
change your work and personal habits as part of your skill building.
Don’t panic. Help is available.

Time to wake up and smell the coffee. The business community sees
1 34 – 59 little value in your services. They use you only because they have to. If
you don’t change your ways soon, your job will be outsourced. They are
looking for a replacement! Technical and process skills are available
anywhere...globally.

Now, let’s get to work & develop your own map to success…

Parrotology 1:100 Best YOU
Can be the valuable person
Technologist’s
that connects the
Guide To different moving parts
Performing & and make magic happen.
Surviving in
The New
World

First Page
Order Page
SBDi Info
Blog
eZine Sign-up
eMail Pat
eMail Scarlet

Earl Nightingale in his famous motivational speech, The Strangest Secret, talks about success and
those that achieve it. He points out that everyone starts his or her career wanting to be a big
success. Forty years later, one in 20 are successful…can retire comfortably. One in one hundred are
wealthy. Based upon my own experience, the same correlation applies. Those that have even a little
relationship building skills (along with their technical skills and process knowledge) can be
successful. Those that have mastered all three (and you’ll soon discover in this eBook…with more
concentration on relationship building) can retire wealthy.

Preening Tip: How close are YOU to being 1:100 best?

Parrotology Rate Your Skills
Save A Rainforest!
Guide To
Let’s build the first table that rated your skills. Remember, this is for your what you need on
Performing & eyes only. Recycled Paper

Surviving in
The New The success formula = (your 1:5 score * Percentage Towards Success) / 5
World
Scale of Percentage Your score
First Page
1–5 Towards * Percentage
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(5 being Success = Your Curve
SBDi Info the best) Position
Blog
eZine Sign-up
Technical Skills 30
eMail Pat
eMail Scarlet
Process (Best Practice) Knowledge 20

ACTUAL Engaging Skills Score 50

Divide by 5

Current Chance At Success

Yes, 50% for relationship-building skills. Technology and process knowledge is more readily
available in today’s global economy. Rules are available to everyone that has access to the Internet!

Parrotology Truth: Once you know where you are…
once you decide to reach for the sky…
opportunities for success begin to appear.


Parrotology You Are Here Save A Rainforest!
Everyone is surprised at his or her standing. Only about 5 out of 100 what you need on
Guide To
Recycled Paper
Performing & are willing to make the journey. Only 1 in 100 make the persistent
Surviving in effort to build successful relationships with the business community.
The New It is that 1% that will receive the rewards that come with the new mindset.
World
It is that 1% that has the unfair advantage over everyone else. It is that 1%
First Page that is no longer a commodity but a trusted advisor.
Order Page
SBDi Info Will you be that 1%?
Blog
eZine Sign-up You now have the coordinates for where you are today. Your destination is to become
eMail Pat squawkable by the business community…a valuable asset that initiates business people to think of
eMail Scarlet
you first for opportunities and remark about your attitude, skills, and value to their success.

Go back to the questionnaire. Circle the question number for each question that you scored a
one, two, or three. These are indicators that point to your growth needs. Use the table below to
chart your personal flight path through the forest. After your first reading of the entire book, come
back to this page and focus on the tips where your skills are the weakest.

Survival Skill Your Count
Attitude
Communication
Focus
Value
Work Style

Don’t let your high count correlation of a specific survival skill give you a false understanding of
importance. Each survival skill is interconnected. It takes your ability to excel in all areas to have
the most impact on your life and success.


Parrotology The Hard Work
Technologist’s
Guide To It’s unprofitable to establish a career strategy around the idea of doing what the best practices and
Performing & job description specifies. If all you can do is follow instruction, you are a cog in the corporate
Surviving in machine (a commodity) and you are replaceable by someone that will do it cheaper. When you’re
The New not a cog in a machine, you’ll get paid what you’re worth…which is more. When the business people
World have the choice between faceless options, they pick the cheapest, fastest, most direct option. If the
First Page business people know you as a trusted advisor (even through virtual connections), they will fight to
Order Page keep you and offer you the best projects.
SBDi Info
Blog You’re not faceless if you provide continual value in a friendly manner to each business person with
eZine Sign-up every interaction. It’s the art and the insight and the bravery of value creation that makes you a
eMail Pat trusted advisor… and you are rewarded. Today, if all you have to offer is that you know a lot of
eMail Scarlet reference book information, you lose because the Internet knows more than you do. Emotional
labor is what you get paid to do, and one of the most difficult types of emotional labor is staring
into the forest and creating your own path.

Those that can bring humanity and flexibility to their interactions with other human beings not like
them will thrive. It takes engaging skills to become the go-to person that makes things happen
between different flocks. Engaging skills takes time to build because it takes significant emotional
labor…which is hard work. Every interaction you have with a coworker, customer or business person
is an opportunity to practice the art of interaction.

How often do you practice?
Do you know what to practice?

The best salespeople and executives know that it’s the relationship that makes things happen…do
you?

Parrotology Truth: Every interaction you have with someone not like you
is an opportunity to practice the art of engaging.

Parrotology Truths & Tips Reminder (Assessment)
Technologist’s
Guide To Many of these truths and tips are lessons you’ve learned at some point in your life. You may apply
Performing & them to your daily actions or you may have forgotten about them. Neither of that matters. What
Surviving in matters is how good are you at recognizing the business (Parrotology) truths and using the
The New (Preening) tips to help you connect and build lasting relationships with the business community.
World
Parrotology Truths:
First Page
Order Page
Business squawks far & wide about those that provide perceived value.
SBDi Info It’s about connecting with people NOT like you through perceived value.
Blog The survival rules have changed and no one told you.
eZine Sign-up Business people crave the connections…to be understood…to be heard…to be helped.
eMail Pat
You are on the commodity freeway to cheap.
eMail Scarlet
Once you know where you are….once you decide to reach for the sky…opportunities for
success begin to appear.
Every interaction you have with someone not like you is an opportunity to practice the art
of engaging.

Preening Tips:
Become squawkable by the business community.
Learn to communicate WITH people not like you.
Always know where you are.
Building a trusting relationship…one person at a time…one interaction at a time.
Stop the excuses and take a chance!
How close are YOU to being 1:100 best?


Parrotology Stretch Your Wings
Technologist’s
Guide To
If you’re not engaging, following up, and staying in touch with everyone in your business community
Performing & on a regular and consistent basis, you will be outsourced by someone who does. Your survival in this
Surviving in new environment is based upon your ability to become someone the business community recognizes,
The New trusts, and squawks about to those in power. Unless you begin to consistently improve the condition
World
of more individual business people, the greater the chance you will be dispensed for cheaper labor.
First Page
Order Page Stretch your flying muscles by improving your:
SBDi Info
Blog
ATTITUDE
eZine Sign-up The core to your success.
eMail Pat Being able to create
relationships with the COMMUNICATION
eMail Scarlet business species and making Understanding the
a real difference is based language of other
upon the core of you! species and how to
change so the species FOCUS
Adjusting your
interprets your worth!
priorities and
approach to build
connections with the
VALUE business species.
Growing the
dependence the
business community
wants to have on
you.
FIELD RESEARCH
Develop your own flight
WORK STYLE
Knowing how to plan. Learn where to get
effectively use your inspiration and food to
intelligence and energy continue your
to affect a change in successful flight.
you that the business
community sees and
squawks about.


Parrotology Are You Ready to Explore the New Rainforest? If you got one recipe,
Technologist’s buying the cookbook
Guide To This is the end of the FREE flight. The only purpose of starting is to finish… was worth it.
Performing & make a difference in your life by making a difference in those that matter ~ Aunt Edna
Surviving in most…the business community. Are you ready to learn more? Are you ready
The New to explore new ways to enhance your career and life with engaging ways to
World become an indispensible individual?
First Page
If so… purchase the rest of this eBook through Paypal. The entire eBook will be eMailed to you
Order Page
shortly. Then forward this free portion of Parrotology to a colleague to begin your journey of
SBDi Info
adding value and becoming an indispensible trusted advisor…one person…one interaction at a time.
Blog
eZine Sign-up
If not… use this free portion as an experiment. Forward this free portion of Parrotology to a
eMail Pat
colleague. Watch how he or she changes and enhance himself or herself over the next 3, 6, 9, 12
eMail Scarlet
months. See the difference it makes in his or her life. See if you wind up reporting to him or her.
It’s up to you. You choose to be a follower or a leader. You decide to be a commodity or a valued
resource.

If you found anything of value thus far, thank a parrot. It is parrot’s beauty, curiosity, and efforts
to communicate with the human species that sparked the idea for this eBook. Thank them by
donating a little to help them thrive. Click on the logo for the parrot organization of your choice to
make your donation.

AlexFoundation.org

Parrots.org

The-Oasis.org


Parrotology
Technologist’s
Guide To Parrots socialize with other flocks and
Performing &
Surviving in Work with other species
The New
For the purpose of growing
World

First Page The environmental community.
Order Page
SBDi Info
Blog
eZine Sign-up
eMail Pat

WORK WITH THOSE
eMail Scarlet

NOT LIKE YOU

Business people socialize with their own kind and

Work with others not like them

For the purpose of growing

The community of the company.


Parrotology How This Story Hatched
Technologist’s
On June 7, 2007, I was dragged to a half day Sales Training seminar by my life-long friend.
Guide To
Performing & “Sue, why do I need to go to a Sales class?”
Surviving in
The New “Oh, Jeff Gitomer talks about so much more than sales. He talks about service, relationships,
World and attitude.”
First Page
Order Page She was right. Jeffrey was a dynamic, inspiring speaker with these two trademarked expressions:
SBDi Info
1. All things equal, people want to do business with their friend…All things not equal, people
Blog
eZine Sign-up
still want to do business with their friends.
eMail Pat 2. Satisfaction is worthless…Loyalty is priceless.
eMail Scarlet

The next day, a client was desperately trying to explain what he wanted, using language he thought
the geeks would understand because he heard them using terms such as, “Cloud Computing”. They
were used incorrectly. Both the technician and the business user became extremely frustrated
because neither could convey the important information that needed to be understood by the other.
Like two ships passing in the night, the business executive couldn’t explain what he wanted and the
technician couldn’t explain what he needed.

The actual book did not begin to formulate until I read Seth Godin’s post on eBooks. This sparked
a curiosity to try this new challenging (for me) format. After reading Seth Godin’s Vook on
“Unleashing the Super Idea Virus”…I knew I had to stretch my wings and challenge myself to create
my own (while having some fun). This eBook was a BIG risk…and well worth a try…because I was
willing to be wrong.

Are you willing to take a chance, learn something new,
give it a try…and soar?

Parrotology Squawkin’ About Us…
Technologist’s
You couldn’t get a pair so diverse as a human caretaker and a parrot. Yet, it is amazing how often
Guide To
we are able to communicate to stimulate a specific action. What is amazing (even scary), is how
Performing &
Surviving in two different species can actually communicate with each other effectively. We have developed a
The New bond…a trusting relationship…that will bring enjoyment to both our lives for decades.
World

First Page
About Pat
Order Page
SBDi Info
Blog
eZine Sign-up
eMail Pat
eMail Scarlet

About Scarlet
I’m Scarlet… the bird…
I squawk about life…
And give my caretakers strife…
Lets chat about ideas and give me a hint…
What’s happenin’ in your world…
And I’m givin’ you the word…


Parrotology Pat’s Story
Technologist’s
Well, Mark Twain squawked it best:
Guide To
Performing &
Surviving in She was not quite what you would call refined.
The New She was not quite what you would call unrefined.
World She was the kind of person that keeps a parrot.
First Page ~ Following the Equator; Pudd'nhead Wilson's New Calendar
Order Page
SBDi Info
Blog I call myself a Chief Thought Translator. By the technical community, I’m referred to as a Business
eZine Sign-up Architect…someone that helps business executives: define, articulate, and initiate a change in their
eMail Pat business model to create profitable opportunities. I lead technologists with a blueprint and plan to
eMail Scarlet building flexible solutions to enable profit-making opportunities.

All my successes can be attributed to effectively communicating between the business community
and information technologists. I speak both languages. I’ve always been able to understand what
the business wants, documenting it in a flexible architecture so that the hard-core techies could
build it.

Scarlet came into my life about a decade ago. It was a long learning curve. My initial
shock was when I first heard her call me by saying, “Peek A Boo!” Because I reacted
positively, she has made that her calling card to get my attention (which is often). Since
then, she has learned many words and uses them to get a specific reaction (usually to
have her wants satisfied).


Parrotology Scarlet’s Story
Technologist’s
Guide To
I am a Solomon Island Eclectus Hen, hatched in Florida, March 9, 1999. I was flown to a staging
Performing & area in Montclair, NJ where I met my human caretaker, Pat. About 3 months after hatching, I came
Surviving in to my new home and started to take over the place.
The New
World All parrots are beautiful, but I'm GORGEOUS! Red head, royal blue body and maroon wings. I have
a striking blue eye ring that catches everyone by surprise. I weigh about 440 grams and am about
First Page
Order Page
one foot tall. I will live and rule for about 80 years. I can talk, but I'm usually too curious as to
SBDi Info what is going on to talk in public. I never talk on demand. I only speak when I want something
Blog NOW!
eZine Sign-up
eMail Pat
In the beginning, my caretaker just didn’t get that I’m the Princess. I have demands that have to
eMail Scarlet be met. I must be obeyed. Therefore, I had to learn the ways and language of the human caretaker
to convey my desire. I may not use the right words all the time, but my actions are consistent.
Finally, after about ten years (and the occasional nip of the finger), I’m able to give proper
direction. Now, who is the smarter one?

For example, my caretaker tried to “teach” me to do a trick. Pat showed me a piece of cheese and
then clicked this annoying hand-held device. I looked at her, the cheese, and the clicker. I looked at
her, the clicker, and the cheese. All the time, my eyes and mind where concentrating on what this
human caretaker was trying to do. What the heck does the cheese have to do with the clicker!
Finally, I then grabbed the cheese and flew back to my resting post.

About 3 months later, I couldn’t get through that I wanted a piece of cheese. I walked
over to where I saw my caretaker put that annoying clicker thing. I picked it up with my
toes and tried and tried to make that thing click. Out of frustration, I threw the clicker to
the floor and started to squawk.

Well, my human caretaker finally got the hint. Pat walked over to the refrigerator, took
out a piece of cheese and finally gave me what I wanted! Now I ask you…who trained
who?

Parrotology Giving Credit Where Credit Is Due
Technologist’s
No project is done in isolation. It takes a group of special people and parrots to inspire, critique, and
Guide To
Performing & suggest things that bring the entire project together. This project is no exception. For that reason, I
Surviving in would like to thank with all my heart and soul the following members of the Parrotology flock.
The New
My wonderful husband, Giuseppe, who is Scarlet’s favorite caretaker.
World
My sister, Karen Smith, who corrects my bad grammar on so many of my word-works (don’t
First Page
Order Page
blame her for what Pat forgot to correct). And when she gets stuck…off to my mother, Louise
SBDi Info Smith, who (@ 92) proves every day that age has nothing to do with what your mind can
Blog conceive.
eZine Sign-up
Scarlet and her equally radiant feathered friends that posed for these beautiful photographs.
eMail Pat
eMail Scarlet
Most of the photographs have been donated for use by Scarlet’s Feathers, a stationery
company with companion parrot attitude. The few exceptions include:
• The Oasis Bird Sanctuary (Wild Eyed Blue & Gold Macaw) the-oasis.org.
• The Alex Foundation (African Grey with Blocks) alexfoundation.org.
• Avian Fashions (Conure in Tuxedo) birddiaper.com.
• Super Hero Cards (Pat’s Business Card): superherocards.com.
• Caryl Felicetta (Golden Labrador).
• Susan Weber (Congo African Grey & Cockatiel Keys/Money).
• Free photos (with source mentioned) found via Google Image search.
Colleagues that are also GREAT storytellers with great insight: Laura Brandenburg,
Alex S Brown, Caryl Felicetta, Issak Gelbinovich, Tracy Glock, Doug Goldberg,
Tom Graves, Donna Hook, Lynette Lager, Peter Lipa & Sue Pirog.
Fellow TriIibers (Seth Godin’s private social network) for tweaking the tweets in this
book & helping to make this squawkable.
My Heroes & Mentors: Jeffrey Gitomer, Seth Godin, Patricia Fripp, & Alan Weiss.
And to all readers…may each idea help you to soar!

Parrotology When You Need Help
Technologist’s
Scarlet is extremely busy keeping her nest in order. She is unavailable for visits, consultation and
Guide To
Performing & training. She has her feet full managing the SBDi household. Scarlet has educated her human, Pat
Surviving in Ferdinandi, to pass on the valuable information to Technologists on Attitude, Communication,
The New
Focus, Value, and Work Style. Contact Pat Ferdinandi to assist you via:
World
Articles for: Blogs, Newsletters, Magazines,
First Page
Order Page Speaking: Keynote and Breakout Presentations
SBDi Info Individual Mentoring and Project Coaching
Blog
Customized Corporate Training
eZine Sign-up
eMail Pat
eMail Scarlet
Scarlet vogues for Pat’s ability to communicate effectively with those not like her with a touch of
realism and levity. Business clients engage her for one of three reasons:
Market share challenges from competitors
How to enforce compliance with new government demands
When you already know what to do but internal roadblocks prevent the implementation of a
critical new business direction.

The purpose of everything Pat does is to assist with architecting and translating business ideas. Her
goal is to lead clients to a path of greater profitability through becoming better educated and
equipped to meet the relentless cycle of change in your business.

You have Scarlet’s squawk & signature on this!


Parrotology The Rest of the Flock Is Leaving…
Technologist’s
Don’t be left behind. Order the next section of your engaging education. Order through Paypal
Guide To
Performing & (Scarlet will be issuing the invoice). Start with the next section or order the one in which you
Surviving in are weakest. To save, order the entire eBook in PDF, CD or in DVD format.
The New
World ATTITUDE: Get A New Attitude ………………………………………………………………..………... $4.00

First Page Tips & techniques to practice daily to improve your outlook and belief in yourself.
Order Page
COMMUNICATION: How To Communicate Successfully……………………….…………..…….… $4.00
SBDi Info
Blog Tips & techniques to practice daily to help you understand and convey your bright ideas.
eZine Sign-up
FOCUS: Focusing On The Connection…...…………………………………………..…..................… $4.00
eMail Pat
eMail Scarlet Tips & techniques to help you engage and build a connection worth squawking about.

VALUE: Growing Your Value …………………………………………………………………….………... $4.00

Tips & techniques to increase your worth by understanding how to provide perceived value.

WORK STYLE: Building Your Nest Egg .…………………………………………………………..…… $4.00

Tips & Techniques to change your routine to be noticed by those that matter.

FIELD RESEARH: Your Customized Flight Plan………………………………………………..……… $4.00

The workbook to help you develop your own flight plan to become squawkable & successful.

The Flock PDF Nest. . . . . . . . . . . . . . . . . . . . . . . . . . . ALL 291 pages for just $10.00

The Flock CD NestCast (fall 2010). . . . . . . . . . . . . . . . . . . . Audio of it all for $55.00

The Flock DVD Nest (winter 2010). . . . . . . . . Audio, Video, PDF & More for $75.00

WHAT! No print version! It’s our attempt to help save Scarlet’s natural habitat.


Parrotology Other Flocks Singing Praises …
Technologist’s Every project starts with being able to talk to people. To keep them talking (or squawking), it takes an open
Guide To relationship. Pat has succeeded at this for years!
Performing &
~ Ellen D’Onofrio
Surviving in
The New Pat cracked the nut! Relationships built by becoming a trusted advisor is the key to success.
World ~ Raul Sands
First Page
Sales and marketing techniques aren’t just for business people anymore. They help build emotional
Order Page
relationships that last.
SBDi Info
~ Lawrence Dunn
Blog
eZine Sign-up Finally, Scarlet pecked out a book that helps technologists go from commodity to squawkability! Way to go
eMail Pat Scarlet (and Pat)
eMail Scarlet ~ Louise Dawson

Unique approach to describing a taboo topic. Soft skills can make or break your career and are more important
than your technical skills!
~ Karen Smith

The more techies would sing along with the business community, the more success the business would have!
~ Michael DiGiorgio

Techie’s tend to want to jump in and just do. This book reminds them to FIRST open communication by
building relationships. Great how-to that is easy to implement!
~ Sultan Patel


A Technologist s Guide To Performing & Surviving In The New World

A Technologist s Guide To Performing & Surviving In The New World

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A Technologist s Guide To Performing & Surviving In The New World