By Chris Cowlbeck, General Manager, IBOUSA

I’m writing now again from the Sunny Side of the Arbuckles in the isolation of the ranch looking out over the horses walking by as the spring grasses and flowers come to life.  In the midst of all that is impacting us I recently heard an everyday word, which triggered a natural blurt a few of you have heard me say “Oh that’s one of my 4-Letter words”.  Generally, they fit in a negative way and alongside those words we can’t put on a billboard. In case you don’t know them, go watch one of the trailers for Three Billboards Outside Ebbing, MO.  (PS another shout out to Allison Outdoor who helped with the woodies in 3 Billboards!)

The Sheriff and I chuckled about that one and the oodles of others that popped to mind that are normal, everyday, common words.  However, I tend to classify many of them as either PRO or CON and in the sense of how they impact my psyche and actionable direction.  So we comically created a new word, Chric-tionary. We hope this will cause you to take an introspective look at our collective situation and know that we at IBO HQ are on your side.   I’m trying to call as many of you as I can to gauge our collective health – do call me (or any of us) on cell 580-465-5386 to let me know how you are doing.

Chric-tionary [crik-shuh-ner-ee]

SEE SYNONYMS FOR chric-tionary ON THESAURUS.COM (LOL, not one)

noun, plural (no plural, only one).

1. a collection of common four letter words (some possibly spelled as spoken in Southern Oklahoma) that have an impact on actionable direction taken by people and intended for readers to evaluate circumstances they may encounter.
2. the definition of the words in this collection are expanded to include a position taken to positively impact the actions that people can take in various task oriented and developmental situations.
3. the words in this context are generally categorized in two main categories, PRO and CON but conditioned by two additional 4-letter words, WANT and NEED; many times what we want, isn’t what we need.
4. CONs – each described below in context.

1. Expanded CONs
   1. CANT – generally for a view that there is no other option; there is always another option, sometimes however, requiring the help of other pro 4-letter words.
   2. DONT – none of us likes being told what we CANT do and certainly not being told DONT; Chris doesn’t have “no” in his vocabulary, just how can it be done differently.
   3. STOP – opposite of GO which is not a 4-letter word and lends itself to a positive connotation of stopping what we might be doing to create negative outcomes.
   4. STUK – an obvious mis-spelling but similar to what we say in the south, stuck like a deer in the headlights, and infers that we are frozen with inaction and indecision which pro 4-letter words can assist.
   5. DEBT – most of us have it, however Chris’ years as a mortgage broker identified DEBT many times as an over prescribed drug that can create abuse; at times it is necessary, but in tough times when DEBT is reduced we get a peace of mind (and FLEX, a pro).
   6. LAZY – this one simply identifies our natural human tendency to take the easiest way out of situations, and at times the pro word WORK assists in keeping our minds fresh and productive.
   7. NEWS – while required to keep us informed this word many times gets hijacked by various “causes” and sadly takes advantage of our human tendency not to enjoy researching facts for ourselves, try reading off topic subjects and GROW your perspective.
   8. HOPE – probably should be in the number one spot, and while generally seen by most as a positive, this word is in the last spot, because all the con words ahead of it have taken the forefront, and all that is left is chance; this shouldn’t be confused with a good prayer on a regular basis.  
2. PROs – each described below in context.

1. Expanded PROs
   1. WORK – this word counters many of the cons and keeps our minds productive and hands busy; even when the outcome may not be profitable, satisfaction can be derived in other pro areas.
   2. EARN – try to focus on productive activities that can lead you to increase your impact and increase the money that you are able to pull into your business; similarly use whatever efficiencies you can to reduce your spending, which is a variation of earning.  
   3. PLAN – take time that may not be filled with sales or expansion to build a pathway up and onward; watch webinars, try new products and services, experiment with new ways not in your skillset; look for HELP (below) from others.
   4. SAVE – this is one that Americans tend to do less of than others and may be impacted by the conditionals of WANT and NEED; try to account for the rainy days; use other pro words to evaluate improving this area.
   5. BUSY – even in idle times, try to stay active with hobbies, crafts, family and activities that are accretive to your skill sets; TV shows fill a restful time, but too much of it can allow us to shift to the LAZY area above.
   6. GROW – expand your brain and open your mind to various new technologies, processes and things that are changing our world; learn new things, topics and experiences; try new foods and travel safely to other areas.
   7. HELP – do what you can to assist the organizations you benefit from in your community; do what you can to assist your workers, friends and family.
   8. LOVE – spread your love of what you do; extend to others as you would appreciate in return; care for your family, even the ones that drive you crazy; show passion for your industry, colleagues and even competitors.
   9. TEAM – focus the ones around you to function as a combined force going forward; centralize your activities to assist your clients and organizations to which you belong.
   10. FLEX – be pliant in how you have done things and realize new normals may appear; try new things and don’t be afraid to step into areas not typically in your skillset or wheelhouse; seek out opportunities with teams; reduce DEBT to gain a flexibility in dealing with uncertain times.
   11. STEP – take a leap of faith into some of the areas you may PLAN, maintain your FLEX and GROW and EARN.
   12. DOIT – one of Chris’ favorites and last on the list and really borrowed from NIKE; we all can get STUK and may need HELP, just ask for it generally is a hard thing to do for bulls in their china shops; many times it boils down to just taking a STEP and getting it DONE (not technically in the list, as it is the past tense of DOIT).

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