The reality is that things never go as planned. But when you think about it, is that a bad thing? Those shaping the world make a difference by going beyond the expected. They figure out ways to capitalize on the unexpected twists and turns that come their way. They relish in the opportunities that are presented when unexpected things happen and as a result make great strides in the economy, environment, society, etc.

Business owners and entrepreneurs…the best bubble up when they expect the unexpected. They plan for the unexpected. They know that nothing should be taken at face value. And even further, it’s their ability to capitalize on unexpected opportunities that really makes them superstars. Even world-class athletes qualify here. Think about the NFL player who intercepts a pass in midfield–do you think he wasn’t already prepared for what to do should he unexpectedly catch that pass? Maybe the sports analogy isn’t the best when it comes to thoroughly modern intellect, but at least it says the same thing: moving forward by leaps and bounds is about seizing unexpected opportunities and doing something with them.

But beyond expecting the unexpected, what about doing the unexpected? There is real power there. From a very positive and uplifting point of view, you can make someone’s day by doing something unexpected. You can get someone to laugh by telling an unexpected story. You can surprise someone by giving them something they didn’t know they were getting. You have the power to make someone’s day by unexpectedly telling them you “like that dress” or “you have a nice smile” or “you did a great job.”

Why all this deep thought around the unexpected? We recently launched a fun consumer campaign for our partners at Famous Footwear called Make Today Unexpected. And while the punchline for the campaign is really about elation and how women feel about shoes, it’s the twist and the unexpected way we tell that story that I think makes it sing.

The power of the unexpected.

Find an unexpected way to make someone’s day. Expect the unexpected or you won’t find it.

With a goal of streamlining overhead without reducing workflow or impacting our creative product, we found eight positions in the company that could benefit from a reduced workweek (4 days) while also helping to shed some weight from our bottom line. As a result we were able to save jobs and in turn we have been encouraged by the new vigor and level of productivity that we’re seeing. The outcome? Inspired employees who thrive in the condensed workweek, an even better and more focused creative product and an improvement to operating expenses that allows us to focus on growth, innovation and further expansion.

Just goes to show what happens when creative minds work together. CNN and Alina Cho – thanks for featuring us today!

Although the official Valentine’s day has long-since passed, having and being in love is relevant all year round – and especially during these trying times I’m reminded how important it is to value what you have, and to treasure those relationships that define you.  So, I’m posting a selection of Rhonda Abrams‘ All You Need is Love to Run Your Business here to inspire and remind us what matters.

You can read the entire column on USA Today.

1. Love what you do. Have a passion for what you do, and it permeates everything you do. It shows in the enthusiasm, energy, and caring you bring to your business. It carries you over the tough days when the paperwork’s due or the deal falls through. It keeps you and those you work with motivated. Always remember why you love what you do.

2. Love your customers. Without customers you don’t have a business, but most of us don’t ‘love’ our customers enough. We don’t want to bug them, so we don’t stay in touch as frequently as we should, don’t ask what they need, don’t communicate with past customers. This month, find ways to regularly communicate with customers, and, hey, take one or two to lunch!

3. Love your employees. No, I’m not talking about crossing any lines into sexual harassment. I’m talking about respecting them, treating them fairly, recognizing their contributions, allowing them to take initiative, saying ‘thank you’ when they do. This year is going to be an especially tough year for your employees — the uncertain economy scares them, family members may be losing jobs. Meanwhile, you may not be in a position to give any raises. So respect and fair treatment are even more important.

4. Love your employer. If you’re reading this and you’re an employee of a small business, understand the pressures facing your boss. Small businesses — far more than huge corporations — do everything they can to hold on to their employees in tough times. But your boss is anxious about the economy, and going to have to make some changes in how business is done. Be supportive, flexible, and energetic. Do absolutely everything you can to help your company succeed — and keep your job.

5. Love your retailers, distributors, salespeople. These are the people who bring your goods or services to customers. Sure, they’re going to frustrate you sometimes (why aren’t they making more sales?), but they need you to partner with them. Stay in touch, motivate and reward them. Give them the tools to succeed.

6. Love the future. Yes, I know we live in uncertain economic times. But entrepreneurs are optimists. We not only trust the future — we create it. We change the world. After all, all we need is love.

Over five hours, you have a lot of time to think. My family, my life, my dog, …my legs.  One thought I kept coming back to was Sigma.  My second home. The place I came to 10 years ago, instantly inspired by what “could be” with some elbow grease, a big idea and a little luck. During those 26.2 miles, I realized that the NYC Marathon – with all the hard work that goes into it, the intimidation, the need to reinvent yourself mile after mile and the determination it requires to actually finish – is just like Sigma.  We are among a sea of agencies who go up against the Madison Avenue elite, all the time trying to win over clients who think big ideas only come from big agencies. We roll up our sleeves and get it done in any way can. We are driven by our competitive nature and a passion to succeed.  We think of new ways to service clients and win business – just as I found new ways to check off mile after mile both mentally and physically. And, of course, we love what we do and are inspired by that thing we called creativity. As I ran through those five boroughs I was reminded what an amazing place NYC is… diversity, intrigue, excitement, drama. The people and the crowds were so amazing. They carried me, a non-runner, through the course and into Central Park where I crossed that finish line and got my medal. I realized you don’t have to be an elite runner – - or a so called “real runner” to cross that finish line.   And I realized that for Sigma – - through all of its inspiration, creativity and glory – -  we have every right to be there – - at that table with the big guys.  They are no different than us.

So now I’m a marathoner.  And I’m proud of it.  I spent 5 months running, a lifetime preparing and dug deep to get across that finish line.  I counted on my heart to carry me through. And besides being a marathoner – I’m a Sigmite.  More than just showing up –  I’m doing it. I’m digging deep, I’m changing the game, and I’m getting the finishers medal.  As for the Marathon, I’ll run again next year – I want to get a better time (more to brag about vs. just saying you finished).  And Sigma?  We’re not just showing up. We’re reinventing, we’re setting a new pace – - we’re letting our hearts lead us – - and who knows – - maybe one day we’ll enter the race as one of the “elite” few.  Time, and more miles, will tell.