Gone Fishing.

Well planned.

Hanoi, Vietnam – “We don’t do market research,” Mr. Tien said.

“We go fishing – we just put the line in the water and maybe we catch a fish.”

It was the line of the morning, so to speak.

I continued the analogy by explaining how time consuming fishing is, and if you’re lucky to catch one, there’s hardly room for another. If you’re going to successfully market yourself, know your audience and how to reach them.

It’s a message I have been preaching for the past month.

In order to extend the impact of my stay beyond my mandate with BTL, I volunteered to facilitate a three-hour workshop this morning for the Vietnam Association of Community Colleges.

The group of 17 was engaged, active and thoughtful, leading to fruitful brainstorming sessions directed toward improving the reputation of community colleges across the country. We focused on planning, understanding audiences and putting the ‘social’ in social media.

As if to punctuate my point, Mr. Tien came up to me after we had taken a series of group photographs.

“My wife just texted me,” he said. “She told me I had been standing beside the tall foreigner.”

Female intuition?

No. Someone had already posted photos to Facebook.

On Deck.

The light shines brightly.

Hanoi, Vietnam – In many ways, I’m well suited for my position in Canada because I’d prefer to make others, and the university, look good.

It can be easy to hide behind the ever-shifting ink that flows from my pen: the spotlight and I aren’t really on speaking terms.

So, it was a bit of a stretch to my comfort level to be facilitating a 2.5-hour workshop at BTL this afternoon, where 23 pairs of eyes pointed toward me as the observer who has spent the past three weeks at the college.

Facing discomfort and expanding your horizons are, of course, key reasons for participating in an experience like Leave for Change. How else to grow?

I had, ironically, drawn up a deck short on words and high on imagery to get back to basics of branding, marketing and communications, and to have staff begin planning practical activities that address their flagging recruitment efforts. I used images I had taken of Hanoi to help identify audiences, and we began the process of defining who ‘BTL’ is.

From there, we pulled threads together by developing communications plans that address areas of strategic importance to the college. I wasn't there to provide answers, but to offer suggestions of things to think about, and different approaches. Share the spotlight.

Showing a picture of the college’s front entrance – and the impact it can have on both first impressions and BTL’s brand – drew immediate acknowledgements of improvements that should be made. Tasks were assigned before we left: ownership was in the right place.

Today was one of those rare instances in front of a room my nervous legs did not chatter at a greater pace than my speech. Instead, calm: it was a successful session.

And, somehow, we ran only 15 minutes long.

Wins.

BTL.

Hanoi, Vietnam – You can’t change the world in a month.

Instead, my goal for this and every mandate is to try to establish meaningful connections at a personal level to build capacity in a collaborative manner. I certainly don’t have all the answers.

So, it was with great excitement I saw a normally quiet man come to life in front of his colleagues during an all-staff meeting today. He spoke passionately about having new ideas to market the college, and he wanted to build pride in the room.

We had discussed gaps in the college’s strategy during a meeting last week, when I stressed the importance of assessing the effectiveness of BTL’s tactics. If they’re not working, figure out why. If they can be fixed, fix them. If they can’t, move on to something that will provide value.

Have a plan, and don’t be afraid to change what is not working. At the time, his eyes lifted from his page with a glimmer.

He became animated and implored his colleagues by using many of the same messages he had quietly absorbed the week before. Over the past seven days, he has changed his marketing approach by getting back to the basics.

With his help, we actioned a couple of the recommendations from the four-page memo I drafted after our meeting last week.

It was one of those eye-opening moments where we found ourselves speaking the same language.

Even though we don’t at all.

Day 37: Conservation of Leadership.

Goma, DR Congo – Six stacked tables over which a large white tablecloth had been draped served as the backdrop for our presentations in the grand meeting hall at the Ihusi Hotel today.

As the tropics seeped through the windows, words in English and French hung in the humid air. Translation flowed like a discordant echo. Air conditioners, meanwhile, lined the room, sitting silent, as fluorescent lights winked awkwardly. The crushing roar of UN planes taking off and landing nearby shook the walls, often drowning-out the microphones.

Jethro and I were co-facilitating sessions about leadership and management for 30 senior conservation officials from DR Congo, Uganda and Rwanda on behalf of KCCEM. The trans-boundary meeting is being led by the International Gorilla Conservation Programme to provide updates and to discuss conservation efforts, environmental sustainability and community development. As the United Nations has declared 2009 to be the Year of the Gorilla, it also served as an opportunity to discuss events for the coming year.

As seems to be inevitable, we were required to reorganize on the fly to manage time. One key presenter arrived five hours late and had not yet even begun drafting his slides. Needless to say, the schedule went into the blender. Our sessions were fairly well received and provided me with an occasion to present and discuss theories of leadership in both English and French. It was a great opportunity, with one more day to go.

On an interesting cultural note, people are often given a cash per diem and certificates of attendance for coming to such conferences and meetings. Otherwise, many don’t come.

Glasses: Half-Full.

Mwanza, Tanzania - All within five minutes today, we witnessed a large contrast of activities within the community where the interns’ apartment is located. Returning from the market, we saw a crowd forming as people hurried from all corners to see what the commotion was about. People were smiling, laughing and pointing toward a large throng of people amassed in front of a couple of stores, and someone else was lying on the ground. Suddenly, two police officers appeared from the centre of the mass, one firing shots into the sky, as they whisked an uncooperative suspect away. Yet five minutes later, when we came back outside, a crowd had formed for a different reason: some of the performers we had seen in the HIV/AIDS morality plays last week were doing an African dance, backed by musical instruments reminiscent of a southern jug band. Quite the activity – and a little surreal.

The heat hung heavily and we really felt its effects as we walked throughout the city, and over to the community kitchen, where Meaghan and Alison also teach the ‘yogurt mamas’ English three times a week. Today’s lesson was about the possessive forms of subjects and the interns worked with the mamas in both Swahili and English to help them understand proper sentence structure. The mamas were also really excited to receive reading glasses, which Meaghan’s mother had sent to the community. It was cute to see them trying on different frame styles, but the glasses should really benefit the mamas in their studies and day-to-day work.

All the while, a number of the community’s younger children began appearing on the kitchen’s steps and looked in at us with curiosity. Playing peek-a-boo and making some funny faces sent them into peels of laughter and led to their pretending to hide on the steps or to their scurrying away, only to return all over again.

Day Four: Mwanza.

Mwanza, Tanzania - Without question, the days painted with the experience of visiting various towns and commun- ities have thus far proved to be the most rewarding – both personally and professionally. Being among the people has provided unparalleled opportunities for seeing how other people live, and also for how much we have to be thankful. The sights. The smells. The sounds. The feelings. Our senses are alive and being pulled in so many directions.

Today, we visited the birthplace of the Western Heads East project in Africa – the Mabatini community kitchen. Before we had the chance to do so, however, we had a successful meeting with Regional Administrative Secretary Alhaji Yhya Mbila, who cleared space in his morning schedule to meet with us at the prompting of Amran Batenga, Chairman of the regional Chamber of Commerce, with whom we met last night.

Our objective during the meeting was to increase awareness of, and generate increased support from government for, the Western Heads East project. “We all out support it; we’re talking about AIDS, which is a big threat,” Mbila said. “Mwanza is the hub,” he began, telling us that the lake region is home to 30 per cent of the country’s population. “Historically, we have competition economically with Kenya and Uganda, but invariably, we are the best.” While he previously had little knowledge of the project, he was sufficiently impressed that he promised to visit the community kitchen over the next month to experience it first hand.

Which is what we did next. Greeted by the mamas, who were all wearing green Western Heads East T-shirts (which read, on the back, “How can a cow fight HIV? Western Heads East”) along with their traditional kitenge, we were given portions of the probiotic yogurt that has helped them build their reputation in the community. Though we eventually added a little bit of sugar, it tasted quite good.

The mamas’ kitchen is a small room with turquoise walls and a mural depicting the community engaged in the yogurt making process on one wall. Awash with green plastic containers, a small floortop stove, a refrigerator, other tools and a table for distribution, the kitchen will need to be expanded to increase opportunities for sustainability. The village of Mabatini is dry and set into the hills with dirt roads and people everywhere. Most of the buildings are stone and the wind whips down the laneways, carrying with it dust and the excited trills of children. I look forward to revisiting the community over the next week or so and seeing more of it. It was an amazing experience.

Following our time in the kitchen, we are treated to a cultural experience as the local Tunda Sana theatre troupe ushered us in as honoured guests to watch a series of performances aimed at teaching people about HIV/AIDS through drama. While I likened it in my head to opera – which you don’t necessarily need to understand the lyrics to enjoy – we had an interpreter and were truly blown away by the performance, and the experience. Following the main morality plays, the audience was engaged to ask questions of the actors, who remained in character while providing their responses. It struck me how this encouraged important discussion among the group, and was impressed by the actors’ ability to reply in metaphor. On one such occasion, for example, an actor portraying a philandering girlfriend was asked, “Why have more than one boyfriend,” to which she replied, “You can’t live on the same diet of rice.” This also happened to be the one time an actor had no answer to the follow-up question: “If you need change in your diet, why not women?” I also thought that was a pretty enlightened question for this area. The session wrapped up with a traditional African dance, which was also a tremendous, unexpected experience.

Looking out at a rainbow arcing over Lake Victoria, I feel almost like I have found the pot of gold of experience; this has also been another amazing day.