Creative Communications

27 March, 2008

Emerging Patterns

We all get stuck in our habits, and business is no exception. The issue at hand is, instead of one life being burdened by the choice to eat chocolate in the morning as a way to start the day, an entire organization, spanning tens, hundreds or even thousands of people, gets stuck in a method of behavior it deems successful. Given that one individual takes nearly a month of repeated action or inaction to make or destroy a habit (according to how long would it take an entire company?

Change can come from two directions, directed from above, or from within. An example of a directed from above change would be the company-wide announcement, or executive team meeting, which rattles many chains and lots of talking happens, but, unfortunately, nothing really changes. In personal life, this would be creating your environment to reflect the changes you want, like cleaning your kitchen to make sure you keep your kitchen clean. Sure, in the short term, it works, but if you purpetuate your old habits, that kitchen will get messy again.

Then we come to the change which emerges from within, the kind which is directed by passion, creativity and intelligence. Every worker in a knowledge company has some degree of these, otherwise they wouldn’t be there. We use these factors to make the changes we need to make in our own life. Eventually, our inner creative need outs itself in a dramatic display to be seen and heard.

In an organization, how can one harness this vast creative force and channel it into a direction? It seems that people’s personal goals MUST differ from the organization because people are so diverse. Well, when we gather people by ability and experience, then of course, the interests will be diverging. Yet, what if we gathered people by interest, and put them in a position to learn and prosper utilizing those interests. Then they develop a passion that is reinforced daily.

How do you then remain flexible enough to incorporate new interests?

It’s all in the foundation you build and the leadership you maintain. Here’s some guidelines for ideals off the top of my head as to how this could be accomplished:

(note: while this is derived from my experience as a worker, none of it have I actually incorporated and pass off as actual wisdom)

1) Anonymous White Board – A general purpose online discussion, where everything is public, but anonymous, so grievances can be aired, and the culture of the organization can be measured.

2) Channel Growth from Bottom Up – A facility for those engaged with the day to day work of an organization to discuss efficiency improvements, market research, product ideas or other ideas amongst each other in order to push the organization towards achieving a common goal, instead of one person’s vision.

3) Interchangability – Everyone in the organization should have access to the resources necessary, either in documentation, training or people, to do the work of everyone else. One day a week should be devoted to interchangeability and discussing efficiency improvements. This way, even in middle sized companies, everyone gets to be CEO for a day, and understand the challenges involved, as well as receive respect for the job they normally occupy.

Anyway, maybe this will inspire a better world somewhere, which is really what this is all about.

25 March, 2008

Mass Multimedia

Filed under: Citizen Powered Media — Sean Canton @ 11:40 am

Wow, I’ve just finished uploading my first video to TubeMogul and as I sit here staring at a list of 10 different services that are being forwarded to, I can’t help but contemplate the consequences of this action. Much anticipation rides in my mind as I visualize the thousands this message could be spread to.

Some time later, I sit feeling somewhat disappointed by the results. Maybe 50 views for my efforts.  I suppose the title text needs some more work. What else could entice you to click?

18 March, 2008

Micro-Advertising, or, the Tyrrany of Overworking

In my few hours of research, pouring over such luminaries as and SeoMoz. I’ve determined that the only way that any media will thrive is to downsize it’s budget and increase relevance.

There is a certain point, in any process, where you stop gaining as much from pouring excess resources into the project. As anyone knows, this is the law of diminishing returns. You can put $1000 into a junk car that might run for a few more years, or you can drop $30,000 on a brand new car that might last ten. If your only function (aside from maintenance) is transportation, not aesthetics, certainly each car provides transportation. A few extra dollars might go well towards reliability. It’s a fair bet that a $10,000 used car will provide the same sort of transportation value as the $30,000 new car. This is the point where diminishing returns begins.

So, as a logical extension of this, I take my gaze upon the media, and conclude that they cannot sustain themselves on multi-million dollar advertising campaigns. We all know what CocaCola is. Advertising at this point, provides name recognition and no measure of the experience one can expect with a product. We turn to friends and social networks (including the almighty internets) for this.

Is a multimillion dollar ad campaign really necessary to provide name recognition? Wouldn’t a saturation of the internet conversation be sufficient to generate some sort of collateral interest with a minimal investment?

Don’t your best ideas come in short form, only to be destroyed when you work them out to unnecessary complexity?

Hence, micro-advertising, where the rise of the ideas surrounding a product drive the marketing material surrounding it, which inform the ideas, which goes back to the marketing group. A large mechanism for this is terribly inefficient and could adapt much from the agile software development world.

Older Posts »

Powered by WordPress