Today I begin teaching a buying behavior course at UC Santa Barbara Extension for the second time. The class runs for five consecutive Saturdays and concludes February 14, 2009 (Valentine’s Day — a “holiday” rich in strange and often irrational buying behaviors!).

I taught the course last year for the first time from January 12, 2008 through February 7, 2008. It was a challenging, yet enjoyable experience and I am glad to be going back again.

There was (and will again be) a large number of international students which makes for a uniquely multidimensional educational experience. It was enlightening learning about the different ways companies market in Germany, Brazil, Japan, Korea and myriad other locations around the world.

When I taught the course last year I had only been “officially” classroom teaching for a few months (I started teaching at DeVry University in Bakersfield in October 2007). So, I was still a little “green” or “wet behind the ears” (pick your euphemism).

Originally a second session was scheduled for the late summer of 2008, but the course was cancelled at the last minute. It’s hard to believe it is a year later: time really is flying!

This time around, I can leverage another solid year of teaching experience. On some levels it feels like a completely different course, but I’ve really just built up from the original foundation I constructed last year.  I expect it will be a much stronger effort that is ultimately more enjoyable and educational for my students.

Most notably, due to some budgetary issues, all Extension courses are now offered on the actual UCSB campus — so now I will be teaching on the very campus where I took classes more than a decade ago as an undergraduate!

I am again using the book “The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly,” by David Meerman Scott.

However, I have added a compelling new book from branding expert Martin Lindstrom, “Buyology: Truth and Lies About Why We Buy,” which explores the fascinating world of neuromarketing. I will also have a guest speaker, Beth Mansfield, who is the Public Relations Manager for CKE Enterprises (Carl’s Jr.).

Incidentally I have come to know both David Meerman Scott and Beth Mansfield through my use of Twitter (Beth is the official “voice” of Carl’s Jr. on Twitter).  After some initial interactions with Beth I realized she was located just down the road from UCSB in Ventura, CA I invited her to come speak at my class — and she accepted!

I am definitely looking forward to this version of the class and excited about what the experience will be like. Interestingly, while preparing for it, I discovered a series of pictures I tool when I drove to and from class last year on January 19 (which is, incidentally, my younger son Max’s birthday).

I also realized that I never posted them online, so I have decided to do so below (note that last year my class was held off campus in Goleta, CA and not on the actual UCSB campus).  Without further adieu here are 20 pictures from a round trip journey on January 19, 2008 from Santa Clarita to Goleta, CA (and back):

Leaving Santa Clarita

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On the 126 Near Fillmore

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On the 101 Freeway North

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Alongside the Pacific Ocean on the 101 Freeway North

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Approaching Carpinteria

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At the Highway 217/101 Freeway Spit near UCSB

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Isla Vista!

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Glen Annie/Storke Rd — Where Extension Classes Were Previously Held

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Heading Back Home on the 101 Freeway South Near Summerland

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Just South of Carpinteria on the 101 Freeway

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Photos of the Pacific Ocean

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101 Freeway South in Ventura

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Merging Onto Highway 126 East Towards Santa Clarita

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Heading Home on Highway 126 Through Santa Paula

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Almost Home at the Highway 126/Interstate 5 Intersection

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Welcome to Santa Clarita!

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Driving to and from Bakersfield, CA across the “Grapevine” portion of Interstate 5 to teach at DeVry University presents unique challenges I might not otherwise encounter on a more urban commute. It’s not your typical drive, but it is reasonably painless and free of traffic.

However, there is one factor about commuting over the “Grapevine” that has the most impact on my ability to get and return home from work: weather. It is by far more extreme than weather even just a few miles north or south. I suppose being at an elevation of 4,000 feet might have something to do with that! Weather makes or breaks my commute — often without warning.

I’ve already driven through snow once this season (and drove through it three times last year on  January 23, 2008January 24, 2008 and February 4, 2008 — each time without chains). I’ve also driven through rain, sleet, wind and ever-changing combination of these and other phenomena.

For some strange reason I don’t mind the wild weather, though that might change if I ever find myself stuck for a few days in a snow drift!

On the morning of Tuesday, January 6, 2009 I drove through some outrageously thick fog while heading north to the DeVry University center at which I teach. I often drive with my camera at the ready (either the one in my Palm Centro or my woefully inadequate but somehow trustworthy Canon PowerShot A410) and that day was no exception.

I captured the photos and video below as I made my way to work roughly between Gorman and Lebec, CA.

Notably, I also encountered a similarly thick level of fog while coming home from work the afternoon of Thursday, January 8, 2009 — heading south and heading north — so I am unsure what the rest of this winter season has in store:

January 6, 2009

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

Driving Through Fog on Interstate 5 North (January 6, 2009)

 

Although the “New Year” is an arbitrary point in time chosen to indicate the end of one cycle and the start of another, it remains a worldwide moment of personal reflection and planning. In that spirit, a few days before the end of 2008, social media expert Chris Brogan posted a tweet on Twitter as follows:

Thinking hard about what my 3 words for next year should be. Pick 3 guiding principles to shape your actions/decisions. Boil down to 3 words.

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After carefully considering which three principles reflect my goals for 2009, I have decided  to be Affirmative, Generative and Transformative. Here’s why I picked each one:

  • Generative: This word fundamentally defines and guides me. The many definitions for the word generative reveal the most basic meaning to be “creative.” The word “generative” forms the foundation of of generative learning which Peter Senge claims “enhances our capacity to create.” Engaging in generative learning involves linking existing knowledge of a subject with emerging ideas, resulting in a more individualized understanding about its systemic significance.  It is for this reason that I am motivated by the motto “learn continuously, live generatively.” In 2009 I will continue contributing ideas and knowledge for the benefit of the greater good.
  • Affirmative: In its simplest definition affirmative means “positive” and that is what I will be this year. I am naturally predisposed tobeing cynical (in fairness, sometimes it is for humorous intent), but I will make an effort to re-frame a situation to see the good, not the bad. I’ve gone through some very trying experiences in the past few years (including almost losing my younger son several times and dealing with my older son’s diagnosis of autism). However, I recognize that focusing on the negative aspects of a situation won’t reverse its polarity to positive!  Two quotes come to mind when I consider this goal:
    • From John Milton’s Paradise Lost (Book 1, lines 254-255):  “The Mind Is Its Own Place, and in It Self / Can Make a Heav’n of Hell, a Hell of Heav’n.”
    • From Abraham Lincoln (Courtesy of @LizzHarmon on Twitter): “People are just as happy as they make up their minds to be.”
  • Transformative: With the election of Barack Obama, the theme of “change” is foremost in the minds of many people. However, I desire something more than change, which merely implies something different (not necessarily better).  I will work towards being transformative which promises a marked change, as in appearance or character, usually for the better. That is my desire for this year: a significant evolution — perhaps even a revolution — on a personal and professional level. I am ready for that “next step” and ready to engage the energy around me and leverage it beyond my wildest expectations.

Now that I’ve revealed my three guiding principles, I invite you to share the ones with which you most strongly identify in the comments area below.  After all, nothing helps you achieve a goal more than writing it down!