Maxys Max Media and Entertainment

Group sex, drugs, money, power and board room coups  - 2009 has been a tough year so far for my Cronulla Sharks.

As our friends and readers know The Maxys are passionate Sharks supporters, we go a long way back, some of my fondest memories of my Dad were our post Sharks game phone calls.

In 1973, at seven years of age my brother Brett and I watched referee Hartley cheat us in the toughest Grand Final of all.

For many years our Maxys Band played the Sharks Home Game Player Presentations.

It's now 42 years without a premiership title - that builds strength of character.  There's a Facebook Group called I want to see the Sharks Win a Grand Final Before I Die with over 2,000 members.

There's around 20,000 registered members, there's 230K people who live in the Shire alone, over 42 years that's a lot of brand hope invested.

2009 - The Shocker!

Unless you've been in other places then Oz you may not of heard of Matthew Johns and the 2002 Sharks Kiwi gang bang which was "exposed" on ABC's 4 Corners.  The fact that it was consensual sex seven years ago between adults, the woman later boasted to work mates and no police charges were laid seems to be irrelevant to the purpose.

The real focus on the 4 Corners story seems to have been about the attitude of the NRL and that of young, healthy, highly paid males in a highly competitive physical sport towards women.

"Don't give me problems - give me solutions"

Anyway, let me make it clear from the start, this is not an article into the right and wrongs - as a marketer, Rugby League lover and Sharks supporter I'm looking for solutions on how we turn the Sharks Club around and having personally witnessed how local rivals the St George Dragons launched their 2009 season with "A Perfect Day" have clearly seen the huge gap between the new and old school of thinking and brand engagement.

Just because that's the way it has always been in the past doesn't mean that's the way it will always be.

The Sharks have taken their eyes of the ball - they've lost community engagement and trust.    You only have to look at the Sharks community section of the website to see and compare that with the Dragons.

I personally spent many hours during the last week hosing down anti Sharks and NRL Twitter and Blog "Flamers".  Thank gawd for the Dragons content links.

Today - online is where people quickly share information - bad news spreads like wildfire on the web - good news as well - look at the Susan Boyle phenononem.

Moving forward

Last Thursday night was the Sharks Annual General Meeting (AGM).  About 500 members turned up - probably the most they've had in twenty years.  There was a lot of passion and frustration in the auditorium.

The old board sat at the table, they looked tired.

The meeting ran smoothly, some great questions from the floor (one which had to be answered very very carefully) including comments from Glenn Wheeler, a retired ex Westfields Manager, a local expert in retiree development and a very astute lady down the front (sorry didn't catch her name - but will)

What was very interesting was that "Shire apathy" took another hit that night.

As you know, public speaking is one of the greatest fears most people have and I was deeply touched by the nervousness yet passion those people who picked up the mic and asked a question in front of 500 people - their voice initially quivering but gaining strength with the compassionate support of their fellow members.

The meeting included the pitch to the NRL about "the development" which aims to create a sustainable Sharks.  The NRL accepted it - the members not as forgiving.  There was and is much conjecture whether this strategy is right.  To me, the plan is one dimensional and weak, yes building approval adds $15m to asset value and reduces risk profile - end of chapter.

What next?

An Extraordinary General Meeting (EGM) is expected to be called with complete new board nominations.  All the old board members are not expected to survive - the three new guys have to go through the process again.

With the expected EGM already factions are forming, the restaurants around the Shire have never been so busy.

We are yet to see a strong leader appear.

What we'll see is most people sitting back to see the next moves, with informal groups and alliances forming and taking shape.  Names are being handed around.

Current movement seems to depend on what the new Board does next and how many more skeletons are still in the closet.

For my part, I've started working on some ideas which will bring together whatever faction eventually leads the Sharks and will help them, us, reengage with the community and take the Sharks to victory (before I die).

"Sharks, Sharks forever"

Maxy

Late note (Sunday) - Pleased we beat Parra last night - that's good for helping rebuild some confidence with the team and troops.

Corporate Social Responsibility increases brand effectiveness (and makes you feel good)

I've been heavily involved with personal computers since I was 13 years of age - that's 30 years!  Less from a technical side and more on how it improves lives, increases sales and productivity.

During that time we've seen massive technological advancement in computing and communications and it has fundamentally changed the world we live in.  We've seen significant social and business transformation - from the old military type centralised business hierarchy models to much more flatter, localised organisational structures. 

In fact, business and social structures resemble information structures - it's all about how we connect and with whom.

And, as we move into an ever increasing connected, mobile, rich media social communications world, we will see new business and social structures emerge.

What does this mean?

Technology fundamentally increases productivity and corporate and personal transparency.  Business, government and individuals need to embrace both social responsibility and online connections to survive and thrive.

From a business marketing branding perspective, customers will increasing value corporate social responsibility in their purchasing decision making criteria.

For any new purchase most people start with search - imagine if the first story about you is bad PR!

Giving something back

A couple of months ago I was involved with producing videos for AGL's Corporate Community strategy - great stuff.

On Friday 6th March I was fortunate to be invited as a "DragonFly" for the NRL St George Dragons 2009 Season Launch.

Moving away from the traditional Season Launch and to focus on the Dragons’ commitment to community, Dragons staff, players, Immortals, Corporate Partners and key stakeholders came together to create a “perfect day” for the local community to officially launch their 2009 season.

Note: I'm sure there are a few other clubs who now congratulate the Dragons!

The theme for the Dragons 2009 launch was a “Perfect Day” based on a quote from a famous NBA Basketball Hall of Fame Coach and Player, John Wooden

“You can’t live a perfect day without doing something for someone who can never repay you” John Wooden, Basketball Hall of Fame (Coach and Player)

The Event was put together by my good friends Monique McDonald from Creative Stars Event Management www.creativestars.com.au and Louise Weaver Corporate Conscience www.corporateconscience.com.au.

I personally congratulate St George Dragons for their great vision (even if I am a one eyed Cronulla Sharks Supporter).

Well done - a perfect day!

And now for something completely different

Tonight my Sharks play their Final against the Melbourne Storm in the NRL Final Series

To say we (all Sharks Supporters) are not a little bit nervous is an understatement - I was up at 3AM (mad or what!)

One game away from the Grand Final - we'll get through this step first then look at next week. 

Meanwhile the global economy is in turmoil and it is sort of funny in a way how this is less of an issue right at the moment.

Time could be spent understanding how this will impact family, the business, the local community. 

Not today, Sharks Supporters are focused on the game.  Irrational? Maybe.

This morning on Seth's Blog he talked about the "Irrational Man"  

"Parents or other adults who are irrationally committed to a kid's well being make a huge (perhaps the biggest) difference in that young person's life.

Entrepreneurs who are irrationally committed to their business are far more likely to get through the Dip.

Salespeople and service providers and marketers who are irrationally committed to customer service can completely transform an ordinary experience and make it remarkable.

Is being irrational irrational? Of course it is. That's why it often works.

If you're looking for the sensible, predictable, long-term strategy, this probably isn't it. Except when it is."

Seth is to Internet Marketing as Jack Gibson was to Rugby League Coaching - imparting some clear common sense wisdom. This blog article resonates with George Bernard Shaw's "Unreasonable Man"

"The reasonable man adapts himself to the world while the unreasonable man persists in trying to adapt the world to himself. Hence, all progress depends on the unreasonable man."

These comments should be considered with the understanding that the greatest leaders empower and inspire those around them.  Whether family, business, sport or any other human endeavor - it's about how we all make lives better that counts.

An Irrational Man?

I think of Phil Dwyer, President of the *Builders Collective of Australia, a man who has been fighting against both Australian Federal and State Government sponsored Last Resort Home Owners Warranty rort (think the NSW Beechwood Homes shamozzle) for over seven years. 

Many have said to Phil to give it up and have asked why fight against something for no personal gain and risk everything he has built up over the years?   Why take on the powerful, rich and influential?

Simply, it's the right thing to do - high moral fibre.

The story is a great David vs Goliath; Souths vs News Ltd type of story - about overcoming adversity for the greater good . Inspirational stuff and I hope one day it is fully recognised.

Anyway the issue is now finally getting increased media attention and this week the SMH began a campaign to rid this rort in NSW - other states will follow.   Phil played a pivotal role in helping the Tasmanian Government dump Last Resort Home Owners Warranty.

The more media and public awareness and scrutiny of this issue the better.

But it won't come without a fight - there is too much money and self interests involved. 

I heard it through the grapevine

On the grapevine we hear there are currently moves to remove any transparency of Last Resort Home Owners Warranty Scheme and that the 37th Government review of the Scheme is looking to maintain the status quo.

How much does 37 reviews cost tax payers!!!

Any civil minded person would be shake their head in amazement and wonder what is going on here?

How can the status quo be maintained when there is a very clear financial and social cost/ benefit comparison between the the Queensland Scheme and the Last Resort Scheme (eg NSW Beechwood shamozzle)?

The HIA

From the media today we read that at the HIA (Housing Industry Corporation - oops Association) - the broker, in conjunction with Vero - the major insurance provider have played a major role in the introduction and promotion of Last Resort Home Owners Warranty Scheme into Government policy.

It seems quite amazing the spheres of influence here.  One asks how does this happen?
 
In my previous seven years dealing with tens of thousands of builders, trades and consumers nationally, I did not come across one builder, tradie or home owner in favour of Last Resort Home Owners Warranty.

• Most builders are too scared to say anything in public for fear of losing their income - privately is a totally different matter.
• Most consumers, like the hundreds of Beechwood Homes customers have no idea the insurance is worthless until they try and make a claim.
• The Queensland Insurance models delivers a better solution

It is interesting when you follow the money trail, the major proponents of the Last Resort Scheme - the HIA and Vero are the major beneficiaries, and do so at the expense of consumers and the building industry they are supposed to represent. 

Further, that this is a re-insurance product and is mandatory, the builder underwrites the policy, hence no risk to the insurers.
 
One must question how a Corporation sorry "Association" (can members vote?) can have so much political influence?
 
One can only imagine it is through either fear, greed or laziness?
 
The fact is, the building industry is very hard to deal with and it is far easier for Government to deal with one or two associations then have to deal with 800,000 people across 350,000 predominately small businesses.
 
But what happens if the advice is bad, not in the public interest or simply promoting self interests?
 
There are now calls for a Government Inquiry into the HIA

Greater industry transparency can only benefit consumers; the industry and the nation as a whole.
 
Furthermore, what steps can be put in place steps to make sure it doesn't happen again - 37 review is way too much to determine what is plain and obvious to all and sundry.

Now back to the footy!

GO THE SHARKS.

*We developed the BCA website.

Could this be the year?

My Sharks play in the NRL Finals this Friday night against the Melbourne Storm.

Could this be the year?....a pause.... the question goes very deep to every Shark.  It's hard to explain what it is like to be a Sharks Supporter for all this time.

Rugby League Supercoach Jack Gibson once said "waiting for the Sharks to win a Grand Final is like leaving the porch light on for Harold Hold"

This year, like many Sharks supporters (and a bit like the team's approach), I've played it pretty cool - we watched, we've celebrated our wins, there's been no wild declarations.  It's been very tradesmen like - not pretty but getting on with the job (and no apologies to any tradesmen).  Defense has been fantastic and from that attack builds.

Break my heart

You gotta love the footy, it's a great escape.  So many memories with family and friends, the shared community emotion and passion.

We've had our hearts broken time and time again for such a long time - 41 years to be exact - all my life.  I'm not sure there are many professional teams and their supporters who have had to wait that long for our first title? There's even a Facebook Group called Sharks win a grandfinal before I die

I think of Tommy Bishop, Cliffy Watson, Steve Rogers and the family, Andrew Ettinghausen, good family mate Steve Kneen, Como old boy Roland Beckett, the hundreds of other players and thousands of supporters and never forgetting my dad who died last year - a passionate Sharkies supporter - a tear and a smile - he was buried in his Sharks jumper.  

It was the picture of the young bloke on the front page of the Telegraph yesterday that really made me smile - his bedroom emblazoned.

In 1973, at seven years old my Brother Brett and I sat at the SCG with mum and dad watching the Sharks versus Manly.

In 1978, we were there again against Many. (Hartley you suck!)

For a few years, "The Maxys" - Brett, Dad and I performed at the Sharks Home Game Players Presentation in the Auditorium.  There's nothing like a happy Shark.

It's passion which makes life interesting - in whatever fashion - whether that's business, music, art, family or the footy.

Could this be  "The Year"? we ask again

It stops and makes you wonder what makes a successful team?

My dad told me this several years ago this question about business success.  (Pete had been Corporate Treasurer for Kerry Packer and Goodman Fielder and also done his fair share of managing the books for my businesses and the local Como footy club we played at as kids) so he knew the subject.

"It's not about how big or small, nor how much money you do or don't have, nor the latest tool and technique, it's about the people and the way they work together"

The same can be said for any endeavor - whether sport, business or social cause.

To Ricky and the guys, you've done a great job, we're behind you all the way, go out and have some fun - we're looking forward to next week like you could not believe.

Cheers

GO THE SHARKS!

Maxy