Coping with Change By First Letting Go

Write Yourself Into A New Career

Who Keeps The Embryos

The Perfect Job Just For You

Corrections or additions?

These articles by Karen Hodges Miller, Jack Florek, Kathleen McGinn

Spring, and Barbara Fox were prepared for the February 15, 2006 issue

of U.S. 1 Newspaper. All rights reserved.

Survival Guide: Reach Your Market With Just $1,000

‘If you build it and no one knows about it, they won’t come," says

Ellen Silverman. But how do you let someone know about your

revolutionary new idea, your fabulous new product, your excellent

service, when you only have a tiny budget for marketing?

Silverman teaches small business owners "How to Maximize a $1,000

Marketing Budget" on Thursday, February 16, at 9:30 a.m. at 120 New

England Avenue in Piscataway at a seminar sponsored by the Middlesex

Small Business Development Center. Cost: $35. Call 609-989-5232.

Silverman has been in marketing for over 25 years. Her company, Ellen

Silverman Associates, is located in Pluckemin. She uses her knowledge

of marketing as a coach and consultant to help businesspeople learn

"high impact, low cost techniques, creative concepts, and marketing

communications."

What you do with your $1,00 depends on where your business is, says

Silverman. A start-up company has different needs than a business that

is a few years old.

Logos. "Get a Logo – and get it done right," says Silverman. This is

the first place a brand new business should spend its money, and it is

the area of marketing where the most money should be spent.

A lot of people who are new in business will go to an online service

for a low cost business card. They pick a standard graphic and order a

few thousand cards. The problem, says Silverman, is that when they try

to use that graphic as their logo on a letterhead, or a brochure, or a

website, no one can reproduce the graphic. "They just lit a match to

the advertising dollars they already spent," says Silverman, because

they now must start from scratch and get a new logo made.

Instead of taking the lowest cost route, says Silverman, a new

business should hire a graphic artist to design a logo that can be

used on a business card, letterhead, brochure, and website. It costs

"several hundred dollars," she says, but there are ways to minimize

that cost, such as looking for a college student who might be willing

to create something for less money.

Whoever you hire to develop your logo, Silverman recommends getting it

in several formats so that it can be used in a variety of ways. She

thinks it’s a good idea to have a logo created in eight different

formats, so that it can be used in every situation. The logo should

have a color version, perhaps for use in a brochure, and a black and

white version, which might be how it will appear in a newspaper ad.

There should be a high resolution version for reproduction in print

and a low resolution version for websites. It should be available as a

jpeg file, so that it can be used "in all sorts of ways online and it

can’t be messed up."

She also reminds clients to find out what PMS colors are used in the

logo. These are the number codes printers use to exactly match colors.

Relationships. Once a company has a logo, the next step is not to run

out and advertise, says Silverman. It is to build relationships. This

may seem to be unusual advice from a person whose business is to

develop marketing materials, but, says Silverman, relationship

marketing is the cornerstone of business success.

"If you have a small marketing budget the best place to put that money

is into organizations where you will build small business

relationships," she says. She recommends trying the local chamber of

commerce, service clubs such as Rotary, business referral groups such

as LeTip and BNI, and, for women, NJAWBO (New Jersey Association of

Women Business Owners) or NAWBO (National Association of Women

Business Owners). Trade organizations are another good place to build

relationships. "I always set aside money every year for joining

organizations, going to conferences, and taking seminars," says

Silverman. This type of marketing gives her both the opportunity to

meet potential clients and the information she needs to "keep on top

of the latest trends."

Client hang-outs. Go where your clients are, says Silverman. The

trick, she says, is to decide who your clients are and then go where

you will find them. "If you are marketing to real estate agents, go

where the real estate agents are." You might notice, perhaps from

newspaper items, that real estate agents are active in a particular

charity, or that they are sponsoring a golf tournament. You know that

you can find them at open houses, where they could be on the look-out

for someone to talk to. Be creative. Try for "accidental" meetings.

Think about related services. If you want to target real estate

agents, you might get introductions from title agents or even from

contractors who work on houses that are being prepared for sale.

Public relations. Getting publicity for your business is one of the

least expensive ways to market yourself, says Silverman. Send out

press releases about new products or services, special events, or

seminars. "If you don’t know how to write a press release or if you

aren’t a good writer, hire one," says Silverman. "You can hire a

writer to do a one time press release without the cost of hiring a

full service marketing firm," she says.

Letters to the editor are another way to get your information to the

public. "I have one client who has written several letters to the

editor that have been published," says Silverman. "It gets her

information out to the public." Be on the look-out for issues on which

you can comment as an expert. The owner of a computer repair service,

for example, might offer hints on avoiding computer viruses when an

especially destructive one is in the news. A gardener could opine

about plant care during a prolonged drought.

That $1,000 marketing budget isn’t a one-time item, says Silverman. A

business needs to spend money on marketing every single year. If a

company has been in business a few years and has the basics, such as a

logo, business card and letterhead, what’s the next step?

Signage is a good idea, says Silverman, and can include anything from

new signs for a retail shop or signs on cars or trucks for service

businesses. A website is another "second step" that Silverman

recommends. Some people may not buy online – yet, but they do

comparison shop, checking several companies out before they make a

decision about which one to go with.

A third suggestion is "advertising specialties," such as pencils and

pens, magnets, and calendars. Silverman’s logo is a light bulb, to

symbolize bright ideas. One year she used a light bulb-shaped stress

ball to promote her company.

Silverman also has definite ideas on what not to do with that $1,000.

Don’t print a brochure right away. Many businesses want to print a

brochure before they open their doors. This is a mistake, says

Silverman. "In the first few months people are tweaking their

business, getting the glitches out." If you print a brochure

advertising a service, then decide to change that service, you can end

up with several hundred useless brochures and no money to change them.

Don’t build a website from scratch. "Everyone thinks they know how to

build a website," says Silverman. But making sure it looks

professional, and getting it into the search engines, is a job for

professionals, and one that can cost a lot of money. A retail website

that isn’t well-marketed is a waste of money, Silverman says.

Marketing a business doesn’t have to cost a lot of money. "There are

hundreds of ways to market yourself and your business that don’t even

cost a thing," says Silverman. From an E-mail signature that includes

a testimonial to sending thank you notes when you receive a referral,

the trick is to work smart.

"You can’t afford to waste money," says Silverman. "Plan what you are

going to do."

– Karen Hodges Miller

Top Of Page
Coping with Change By First Letting Go

‘In the middle of difficulty lies opportunity," said Albert Einstein.

That aphorism would be small comfort to the person who is saying

goodbye to their job and letting go of their sense of identity.

But letting go is the first step in making a change in your life, says

Cathy Quartner Bailey, whether that change is retirement, a job

switch, or losing a life partner.

In her business and life coaching practice, Quartner & Associates LLC,

Bailey invokes the three-part change and transition model offered by

William Bridges: The Ending, The Neutral Zone, and The New Beginning.

Saying goodbye to your identity ("I DON’T work for XYZ") is one of the

biggest hurdles, and you have to get through that before you get to

the neutral zone, says Bailey. She gives a workshop "Managing the

Human Side of Change" to the Human Resource Management Association on

Friday, February 17, at 8:30 a.m. at Lee Hecht Harrison, 997 Lenox

Drive. Cost: $25. Call Grace Pohlhemus at 609-896-2122.

When someone gets through the first phase of the Williams Bridges

change model, they progress to the neutral phase. "It’s the

psychological no-man’s land between the old reality and the new one,"

says Bailey, "like Moses in the wilderness."

Feelings of confusion and loneliness are likely to appear during this

uncomfortable, chaotic time.

Bailey quotes Marilyn Ferguson, in the American Futurist: "It’s not so

much that we’re afraid of change or so in love with the old ways, but

it’s that place in between that we fear . . . It’s like being between

trapezes. It’s Linus when his blanket is in the dryer. There’s nothing

to hold on to."

Energy is low, because so much energy is being spent on change.

Creativity is high, because the possibilities for innovation are at

their peak.

Invoking Moses, Bailey notes that his wilderness phase seemed endless,

but that the third phase (the promised land or the new beginning) was

the goal. In order to move forward, one must let go of old ways and

behave in new ways.

Since Bailey hung up her coaching shingle in Princeton Junction last

April, she has coached more than 25 men and women, including

entrepreneurs, managers in not-for-profit organizations, and Fortune

500 executives in consumer products, financial institutions, and

pharmaceuticals. She focuses on emerging leadership development,

performance enhancement, and balancing work/life issues

(www.quartner.com).

Bailey knows first-hand about the politics of a big organization. She

had marketing management positions at the Federal Reserve Board in

Washington DC, Warner Lambert (now Pfizer), the Maier Group in

Manhattan (now Time Warner), and Lippincott-Margulies (now

Lippincott-Mercer, a corporate identity firm).

Her expertise is in strategic marketing. Buns of Steel, a nationally

best selling exercise video series at the Maier Group, was a landmark

project because infomercials at that time were still new. At

Warner-Lambert she managed an award-winning campaign for a pregnancy

test kit. At British Airlines, she led the launch of a new worldwide

identity for the airlines and marketed premium services such as the

Concorde brand.

Bailey grew up in a Baltimore suburb, where her father was an

entrepreneur. She has a BA in economics from Emory University, Class

of 1988, an MBA from the University of Chicago, and executive coach

certification from New York University. She and her husband, a Wall

Street trader, have two preschool children.

"I really wish I had had a coach," says Bailey. She did have a couple

of mentors, but she points out the difference. "A mentor is someone

successful to emulate, but a coach is a partner in the process, a

sounding board, completely confidential. In a corporation it is very

rare to completely trust someone and let your hair down. You need to

be protective of your image in the workplace."

The difference between a coach and a therapist is that a therapist

might take a slower approach. "Some clients can’t be propelled to

action because they are not ready," says Bailey. "When they have to be

healed, that person would not be suitable for coaching."

Bailey sees a typical client for three hours a week for three months.

Corporate rates are $300 per hour, and if a client is footing the bill

without employer support, $200 per hour. Bailey says she isn’t worried

about getting enough clients who want to be promoted from within an

organization and need a strategy to get to that goal. "When we focus

on clear results, people get them faster and more quickly than if they

are on their own." For instance, she helped a fast-rising woman at

Kraft learn how to delegate. Bailey offers a free 30-minute session

from now through March.

Bailey quotes Helen Keller: "When one door of happiness closes,

another opens; but often we look so long at the closed door that we do

not see the one that has been opened for us." And a Chinese proverb:

"Be not afraid of going slowly, be afraid of standing still."

– Barbara Fox

Top Of Page
Write Yourself Into A New Career

Are you fed up with your job and considering a career change? Would

you prefer to work from home rather than trudging to the office every

morning? Would you like to earn $30 to $40 an hour? Say, yes, the

highly burgeoning profession of technical writing could just be the

right one for you.

"Technical writing absolutely is a hot job these days and there are a

lot of positions available," says Cheryl McNeil, owner of Graphik

Connexions, a technical writing business located in East Windsor.

"Just look at the top job sites on the web such as CareerBuilder.com

or Monster.com, and you’ll see all the jobs out there and all the

industries in which technical writers can work."

McNeil teaches a two-session technical writing course at Mercer County

Community College on Fridays, February 17 and 24, at 9 a.m. Cost: $75.

Call 609-586-9446 for more information or visit www.mccc.edu.

"Technical writers create manuals and user guides by taking highly

technical information and boiling it down in a very precise manner so

that it can be easily understood by lay persons or specialists," says

McNeil. Technical writers primarily focus on interpreting new software

applications, new computer programs, or even highly sophisticated

policies and procedures manuals for corporations and businesses.

While the concept of technical writing may be intimidating to some,

McNeil makes her course very student-friendly. "You don’t need to be

brilliant for a career in technical writing," she says. "People of

normal intelligence can do very well." The course is presented in a

step-by-step format, which teaches students how to organize

information, create graphical aids in MicroSoft Word, and add them to

documents.

McNeil says that technical writing requires a systematic approach to a

systematic subject. Before writing anything it is important to

determine just what the knowledge-level of the audience and the exact

purpose of the document.

"If you are writing for an audience that is already highly

knowledgeable then it is appropriate to use highly technical

terminology," says McNeil. "On the other hand, if you are writing for

an audience that is lower level or with no knowledge at all of the

subject matter, you want to use layman’s terms and break down the

terminology to make it simpler for them to read and understand."

The use of graphical aids is another important aspect of the job. She

talks about page balance, which involves having a visual sense of the

page, by balancing the use of text, graphics, and white space on the

page. This skill, she says, is vital.

"Research has shown that people do not spend the time to read whole

paragraphs of information," says McNeil. "That means that the best way

for a technical writer to get the point across is by using a lot of

headers, a lot of bulletin lists, and graphics. There has to be a

balance on the page." The graphical aids used include diagrams that

visually display the process, flow charts, arrows, and drawing tools.

In McNeil’s course all students are given an assignment of creating an

instructional manual at home between the first and second class. "We

separate the sessions because there is a writing assignment due the

following week," says McNeil. "This gives the students something to

practice and think about. I give them a topic such as how to bake a

cake and the students actually put together a document with

step-by-step instructions and graphics. Some of them look really

good."

While there is no prerequisite for the course, McNeil says that many

of her students are professionals working as business analysts or

administrative workers hoping to become technical writers. There are

also some students who already work as technical writers and are just

taking a refresher course.

But McNeil says that students with little or no experience can also

learn a great deal from taking the course. "Last time I taught the

course I had some students with no experience at all, but who really

wanted to get into the field," she says. "They were able to follow

along very easily and did very well."

Technical writers must use language as a precision tool and McNeil

recommends that students overcome any writing deficiencies they may

have before embarking on a career. "They really need to know how to

handle language well," she says. "At the end of the course I suggest

texts to help those who have weaknesses in writing, grammar, or

spelling to iron out their weaknesses."

Although technical writers are in demand, starting out can be

difficult. McNeil says that the best way for a fledgling technical

writer to break into the job market is to use whatever experience he

already has as a springboard. "A technical writer who is interested in

getting a job writing about accounting software applications should

really have some background in accounting," she says. "I recommend

that students look at their backgrounds and decide from there what

technical writing position may be best for them."

McNeil began her career as a technical writer after working in IT.

This offered her a way into the profession, and she still writes

technical materials for that industry. "I always write about software

applications," she says. "I can go into any company, learn about the

software applications that they work on, and go from there."

Born and raised in the southern part of New Jersey, McNeil earned her

bachelor’s degree from Montclair State University and her master’s

from Capella University in Minnesota. A single mother with one

daughter, McNeil started Graphik Connexions in 1998.

McNeil says that technical writing is a good profession for single

mothers because over 50 percent of employers allow their writers to

work from home. "That is something that I address in the class," she

says. "I help students come up with just how to bring this up with

their boss. If you are looking to become a technical writer you just

might be able to telecommute."

McNeil says that the typical career path of the technical writer

includes starting out with small projects and then gradually moving up

to more complicated and sophisticated projects. In the process

technical writers often work in a specific department within a

corporation and receive promotions within that same department. McNeil

adds that earning big money is something that may not happen right

away. But with persistence, fledgling technical writers will see their

careers advance. "You know how the job market is," she says.

"Sometimes a company will want someone with 10 years experience. But

on the other hand there are companies who will want to work with a

beginner."

For even those with little technical experience, McNeil says that

technical writing can still be a good career choice. "If you are a

go-getter and you find a small software development company or an IT

consultant company and you get your foot in the door, you can learn

about computers and hardware and software and then work your way up.

If you get a year’s experience under your belt, you can definitely get

a technical writer’s position."

– Jack Florek

Top Of Page
Who Keeps The Embryos

In addition to arguing over who gets the silver tea service, the

sailboat, and the right to see the children open their Christmas

presents, divorcing couples are now grappling over Brave New World

stuff. Family law attorney Lydia Fabbro Keephart is seeing many

couples whose "relationships are on the rocks" and who "have eggs in

the bank."

Actually, they have more than eggs in the bank – the fertility center

bank, that is. They often have embryos in the bank. "What shall we do

about custody of potential children?" is a question that Keephart, a

partner with Pellettieri, Rabstein and Altman, is hearing more and

more often.

She speaks on "Embryonic Custody: Medical and Legal Responsibilities

Associated with Planned Parenthood" on Tuesday, February 21, at noon

at the Nassau Club. Also speaking is Dr. Melissa C. Yih, a physician

specializing in reproductive endrocrinology and infertility with IVF

New Jersey. The talk is sponsored by the Princeton Bar Association.

Cost: $40. For more information contact Holly Russell at

HollyARussell@aol.com.

"A lot of people are very troubled," says Keephart. "Making babies is

not so easy sometimes." She and her husband, William Joseph Keephart,

a CPA with a practice in Lawrenceville, grappled with infertility

before having a son, who is now 22. She has tremendous sympathy for

couples struggling to have a child. "There’s lots of potential

conflict," she says. "One person says ‘let’s adopt,’ but the other

doesn’t want to. One says ‘let’s take a vacation.’ One doesn’t want to

spend any money (on infertility treatments), and the other wants to

spend everything."

She is not sure if the stress of infertility makes divorce more

likely, but does know that struggling with the issue is miserable.

"It’s not romantic. It’s not pretty. It’s embarrassing. It’s bizarre."

It’s also more common as childbearing is delayed. Keephart says that

she and her husband did not even think about having a baby during

their first five years of marriage. And they were married 32 years

ago. Now it is common for women to delay serious dating – let alone

marriage or any attempt at conception – until they are well past 30.

Meanwhile, female fertility drops sharply by age 34. One result is

lots of customers for fertility centers like IVF New Jersey, which has

one of its three offices at 3100 Princeton Pike.

In vitro fertilization is the last option remaining when all other

fertility treatments fail. It is a process through which eggs are

harvested and inseminated. The result is a collection of embryos. Some

of the embryos may fail to develop, but if the rest look healthy,

fertility doctors will implant two to five of them – depending on a

variety of factors, including the clinic’s policies in regard to

limiting pregnancies with a high probability of yielding multiple

children.

After in vitro treatments, there are often left-over embryos. These

embryos are often left at the fertility center. Each, of course, has

all of the genetic material it needs to grow into, say, a six-foot

tall, blonde, gray-eyed basketball phenom, or a small-boned girl with

curly hair and a real knack for crunching numbers.

What is to become of these potential people if a couple divorces?

Couples fight over the question every day, says Keephart. Many of her

clients are men, and they worry that they will be responsible for

child support if the women they are divorcing decide to use the

embryos to have children with new mates. Keephart is not sure whether

or not they will be.

"You can never sign away a child’s right to support," she says. But

it’s early days in the left-over embryo wars, and she just isn’t sure

whether a man can write a no-child support clause into his divorce

papers if the "child" currently exists as a frozen embryo and resides

in a fertility clinic vault.

There are also questions of visitation rights. If the father takes the

eggs, and uses them to impregnate a future mate, can the children’s

biological mother take them for two weeks in the summer?

Most of these details can be included in a divorce settlement. But

sometimes the couple cannot agree. Keephart sometimes gets to the

point where she throws her hands up. "I have sent people away to deal

with doctors and (fertility) banks," she says. When she is next

consulted, the issue is generally not discussed. "I think they dispose

of the eggs," she says.

This method of solving the issue makes her uncomfortable. In fact, the

whole IVF solution to infertility sits uneasily with her. "You know,"

she says, "the reality is that there is selective reduction." In other

words, a woman in whom multiple embryos "take" may decide to have some

of them killed in utero so that she will not end up with quintuplets,

or, at the other extreme, because of the risk of a multiple pregnancy,

with no baby at all. Keephart doesn’t like it. "I’m a Catholic," she

says. "This is a big moral issue for me. It’s a very big moral

struggle."

Interestingly, in light of these comments, Keephart says that Dr.

Susan Treiser, the owner of IVF New Jersey, is her best friend. The

two became friendly when their sons attended the Lawrenceville School

together.

While Keephart is not happy about what science hath wrought in terms

of family law, she does enjoy the work, at least most of the time. A

graduate of the College of New Jersey ("I prefer Trenton State," she

says.), she began her career as a teacher in the East Windsor school

system. She then completed graduate work in business administration at

Rider, and went to work for ETS.

In a strange career twist, Keephart may be the only person who has

ever gone to law school in search of a less stressful career. At the

end of a long week, fresh from court, exhausted, and yearning for an

upcoming vacation in Aspen, she laughs at the irony. But, yes, the

work at ETS was just too much. "ETS had me traveling all over the

place all the time," she says. "I wanted more control over my life. It

was important to be a mom."

She earned her JD from Seton Hall and planned on becoming an

environmental lawyer. But after serving a clerkship became "smitten

with family law because it involves children." She has been with

Pellettieri since 1991, where she does "divorce and all the rest."

She remains passionate about children, and sees a big part of her job

as advocating for them, and making sure that they are in no way

cheated in any marital re-arrangement.

Now she, with help from evolving case law, needs to decide just

exactly what a "child" is in terms of a divorce settlement. Does a

frozen embryo hanging around at a fertility clinic qualify? Maybe, and

for the moment, Keephart is writing up divorce settlements that

foresee a day when one or more of a divorcing couple’s embryos are

plucked from a freezer to begin their journey into the world.

– Kathleen McGinn Spring

Top Of Page
The Perfect Job Just For You

Basing a career choice on personality types may sound a bit mystical

to some people, but research has shown that it can be one on the most

crucial aspects of finding a job that satisfies both emotionally as

well as economically.

"When looking to make a career choice it is good to start with a kind

of aerial view and then zero in on the economic matters," says

Lawrence Shatkin, author "The 50 Best Jobs For Your Personality." He

holds a free book signing and discussion at Barnes and Noble at

MarketFair on Wednesday, February 22, at 7 p.m. Call 609-897-9250.

Shatkin is a staff writer for Jist Publishing, which is based in

Indianapolis. He says that he wrote the book to help fill the job

searcher’s quest for more certainty and information in the ever-more

complicated world of obtaining meaningful work. "The basic point is to

look at the kinds of work and kinds of work situations in which people

will feel comfortable," he says. "There have been a number of books

that look at the concept of best jobs from the viewpoint of economic

rewards, but it occurred to me that many people would do well to start

looking at a career search from 40,000 feet. Once you establish what

careers work well with your personality, then you can dig into the

economic concerns."

While many people look at a job as primarily a means to make money and

pay the bills, Shatkin says that personality issues are often the most

telling when it comes to job satisfaction. "To use an obvious example,

if someone is afraid of heights, then he certainly doesn’t want to

consider a job as a window washer," he says. "If you are looking for

high prestige, the income aspect of a job will satisfy some of your

needs, but not necessarily all of them. There are a lot of concerns

beyond money that people have when it comes to finding that perfect

career."

Shatkin adds that personality issues can have an exponential impact on

a company’s productivity as well as its employees’ work experience.

"If you take a person who likes a very structured work environment in

which there are rules and everything is very systematic and throw him

into a room where people are very creative and like to break the rules

in order to arrive at some sort of a breakthrough, you are setting up

an awkward situation," says Shatkin. "Those people are going to get on

one another’s nerves."

Based on the work of John Holland, who first investigated the

correlation between career choices and personality types in the 1950s,

Shatkin says that his book will serve both those who are in mid-career

and looking for a career change as well as those in high school and

college who are just preparing to hit the job market.

"Holland divided the world of work into six types and then created a

system that revealed what personality types would most likely be

attracted to what professions," says Shatkin. "Since then there has

been a lot of research on this and it has been expanded to be able to

predict traffic accident rates or what sort of personality types are

likely to abuse drugs. Of course, I am interested in how personality

pertains to career choice."

Much of the information Shatkin used in formulating "The 50 Best Jobs

For Your Personality" came from the United States Department of Labor.

"If you don’t have access to the data that will support your ideas,

you really can’t write a book about it," he says. "I can’t base my

book on guesswork and say that this career is better than another one

because I think there are a lot of job openings or that it may fit

with a personality type. The statistics we get make it possible to

analyze the data in a meaningful way."

The book is structured with a general introduction that explains the

various personality types, the applicability of personality in career

choice, as well as an assessment test, which allows readers to narrow

down just what their personality type may be. "It is sometimes more

than one," says Shatkin. This allows them to look over the lists in

the book that spell out the best jobs for their sort of personality.

The book also includes comprehensive descriptions of 50 jobs for each

personality type as well as educational requirements that further

allow readers to make an informed choice on what sort of career they

may like to pursue.

Born and raised in New Jersey, Shatkin earned his bachelor’s degree

from Johns Hopkins University, his master’s degree from the University

of Chicago, and a Ph.D. from Lehigh University – all in English

Literature. "Literature was my entrance into the world of career

information, because when I graduated, at the end of the 1970s, there

were very few jobs for people to teach English," he says. "I had a

career problem on my hands right then and there. That’s when I

discovered that teaching wasn’t really what I wanted to do."

With an interest in research and writing, Shatkin found the perfect

job in the research department at the Educational Testing Service. But

after 19 years, he was downsized in the late 1990s. "ETS was moving

away from the work they had been doing in careers and decided to focus

on their testing," says Shatkin. "But career work was where I had

established my expertise."

Shatkin, like most people, has felt the impact of personality and work

collide. "I’ve learned over the years where my personality fits in,"

he says. "I`ve been in working situations where there is a great

emphasis on the social aspects of work. You needed to please people,

and while I am not a nerd or a churlish person, pleasing people is not

what I want to spend most of my time doing. On the other hand there

are people who really enjoy that part of work."

As a part of the staff with Jist Publications, Shatkin is able to work

from his home in Hopewell Township, where he lives with his wife and

daughter. This is a work situation that fits his personality type

well. "My morning commute takes me 10 seconds," he says. An author of

a number of career books published by Jist Publishing, Shatkin’s next

book is entitled "Best Jobs for Baby Boomers," due out later this

year.

For those searching for the right career for their personality,

Shatkin offers the following tips:

Do some self-analysis. Those who do a little self-study can

potentially save themselves years of job dissatisfaction. Reflect –

honestly – on your likes and dislikes. Ask yourself what sort of work

environment suits your temperament and then go for it. "My personality

comes somewhere between investigative and artistic," says Shatkin. "I

like doing research. I like solving new problems, and I also like to

write and the creative aspects of putting things together. I have been

able to find the perfect working situation."

Act your age. In order to land in the right career at the right time,

Shatkin says that job searchers of all ages should consider their age

bracket. "It is best to look at what sort of jobs have a high

representation of people working in them who are around your general

age," he says. "It is also necessary to see what education they may

have or are planning on obtaining. That way you have an idea of what

your success rate may be."

Look at the work. Consider the nitty-gritty work situations of a

potential job or career before plunging in. "Take a good look at the

kind of work that is done on a daily basis, what the work situations

are, likely problems, and what sort of people you will have to work

with," says Shatkin. "It is important to be comfortable with all these

aspects of your job."

Then look at other factors. "There are a lot of ways that you can look

at the issue of finding the right career," says Shatkin. "Personality

isn’t the only one, but it is a real important one. It counts for a

lot. After studying your personality needs, move on and look at what

your economic requirements are. Then, hopefully, you can meld all your

work requirements."

And work happily ever after.

Corrections or additions?


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