Dining with Della: Peter ter Weeme at Fairmont Pacific Rim
September 12, 2016
Peter and I met up for a cocktail at the Fairmont Pacific Rim. Apropos to Peter's life, as he has been working around Pacific Rim countries for the last five years. Recently moving back to Canada from India, he has transitioned from the bustling city of Delhi (population 25 million) to Gabriola Island (population 4,000) with ease.
Peter and I first met around 1994 when working together on the Board of the Better Business Bureau. We were in the executive rotation of Vice President, President and Past President giving us ample opportunity to get to know each other. I maintain the bond of a great friendship is having similar values. Peter and I have that, in spades.
He also has a good sense of the haha. When he ordered an "old fashioned", I insisted we take his picture with the drink. Such an oxymoron, Peter is the last person I would call old fashioned. He is au courant, always in the know. Forgive my dabble in French phases, Peter speaks three languages... Dutch, French and English... so it is my attempt to recognize how bright he is... a slimme person! That's Dutch for smart.
Peter and his husband, David live with their daughter Corey on a beautiful acreage, loaded with fruit trees, flowers and more greenery than you can imagine. I am hoping this blog nets me a jar of the recently brewed plumbleberry jam.
What one bit of communication impacted your life?
Two key events impacted Peter's life. One, having a friend who read food labels to make purchasing decisions and the other, Canada's 1989 ban on food products from South Africa because of apartheid. He became keenly interested in the different ways you move people to action. He wanted to know how values connected to people's behavior. As he said, "It woke something up in me". With an MBA in environmental management, work history with organizations like Mountain Equipment Co-op, chairing organizations like Canadian Business for Social Responsibility and his many personal social causes, Peter was destined to work on projects that make a difference.
His passion for socially respsonsible communications comes through loud and clear. Authenticity, transparency and credibility are not just buzz words for him. He knows communications can be a gateway to other practices but also recognizes communications cannot be a success on its own... likening it to putting lipstick on a pig. Or, only having the sizzle, not the steak.
Whenever we talk about his projects, I go away knowing I learned something important or have been moved to action.
What did not work...
When in India, Peter and the team created a campaign about the marginalization around blindness during Diwali, a time of giving (kind of like Christmas here). Their "Shine a Light" campaign included an arresting image of a young girl. It was a fairly straight forward appeal but failed to understand some of the broad cultural issues at play. It did not resonate.
It failed, for a number of possible reasons, to connect on an emotional level.
Peter cites his own western arrogance and not doing enough to create the emotional connection and for its lack of support. You can tell this campaign still bothers him, feeling he convinced the client to go ahead and it did not work.
This prompted a sidebar conversation about white privilege. We both had recent experiences that shed light on our continual learning about what that means. With his worldly life and my unconventional upbringing we had prided ourselves on being "colour blind". It was pointed out to me that this is the epitome of white privilege. Not having to even think about colour. We both felt that sting to our core. So much to learn in this life.
What if...
What advice would you give to your younger self to enhance your ability to communicate with others – and why?
Peter had tons of advice to his younger self. This man is more than willing to share his vulnerabilities, one of the things that makes himself so wonderful. I selected two bits of advice to highlight.
1. Value your network and relationships even more. The ability to pick up the phone and get good advice, real solid advice, not BS. Take the time to nurture relationships and pay it forward. Always think about what you can contribute versus what you will get.
2. Focus on five year increments in your life. It is a manageable time frame to get your head around.
(Note from Della: That last bit of advice is gold. So much changes in your life and the world in five years. Watching Peter and David take on new ventures without locking themselves in is inspirational. It has also given them a full and exciting life. I can't wait to see what the next five bring)
Now that Peter is back in Canada, he is eager to share his learnings about social communications and his time in India. He is one of the most engaging speakers and a top notch consultant. Let me know if you want an introduction.
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