Watch Web 2.0 … The Machine is Us/ing Us, by Kansas State University Assistant Professor of Cultural Anthropology, Michael Wesch, to see how social networking has evolved from text to tags to Web 2.0. (04:31)

Here’s a business marketing tip I learned while attending a lecture given by David Delk, president of Man In The Mirror, renowned author, speaker, theologian and mathematician.

At one point during his talk, Delk offered a man a copy of one of his books for assisting in a conceptual demonstration. However, instead of simply handing the man the book, he threw it to him, a distance of 20-25 feet.

Rank Amateurs

Walking back to the podium Delk paused, “Incidentally, anyone who tosses a book like this,” he mimicked a Frisbee^® throw, “…rank amateur,” he added, wryly.

Proper Technique

“The proper technique is to toss the book underhanded—spine first, like this,” grabbing a nearby book, he aped an underhanded horseshoe loft—spine pointed toward his target. His witticisms went on, espousing the aerodynamic benefits of his technique over launching a splayed and flapping sharp-cornered projectile into an audience.

Perfect

Delk threw two more books during the event. But his last toss was a true test. The recipient was a large, powerful man seated near the back of the auditorium. With a determined grin on his face the man stood, then took several steps—backward.

Without a word the man assumed the stance of a shortstop prepared to catch anything, baiting Delk to throw the large hardbound book at him. Everyone turned to Delk. A hushed silence swept over the crowd.

And then, he threw it.

The book stayed aloft for what seemed an impossibly long time, cruising over many a head with barely a flap of a page. Right on the numbers. A perfect throw, a perfect catch. The inspired crowd erupted. Clearly, they’d just witnessed a master book toss.

Afterward, I asked him where he learned to throw a book like that.

“Years of practice. Years of practice,” he quipped, moving on to more event-centric questions.

In the post 9/11 world, the airline industry was in dire straits. Cost cutting was rampant industry-wide, but Continental Airlines took a different tack. They bought up gates, accelerated expansion efforts begun in the late 90s, and put additional focus on serving customers. CEO Gordon Bethune described his actions this way, “Now is not the time to take the cheese off the pizza.”

Business has recently enjoyed a very strong market, but if and when it takes a downturn, remember Mr. Bethune’s lesson: It’s possible to increase your market share—even in a declining market—by satisfying the needs of your customers.

Some overachievers seem born with a predisposition to go the extra mile. Others discover the compulsion later in life.

John Maeda, Professor at MIT Media Lab, and a classic overachiever in the field of computational technology and interactive experimentation, conversely looks for opportunities to teach the merits of underachievement.

“We know that working hard does not always equate to working well. I read somewhere that your reaction time improves by 89% after you’ve returned from a “real” (unplugged) vacation…but in order to get it I need to commit to temporarily underachieve by taking time off my work.”

Regardless of how one earns “overachiever” status (you know who you are and if you’re not sure, your coworkers will have a very clear opinion on the matter), Professor Maeda makes the point that while it’s good to work hard, to avoid burnout, occasional periods of true rest are critical.

Choices abound in this market-driven culture. Organizations—companies and institutions of higher education—spend large amounts of time and money developing brands, inventing products, creating programs, and looking for the next killer app. It can all unravel if the client, student, or customer is not cared for.

As technology becomes even more pervasive, maintaining personal relationships is even more critical. To achieve the best results, make sure you’re coupling strategic branding campaigns and marketing initiatives with a company-wide attitude of superb customer care that reaches every touchpoint.