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 zenhabits.net) 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.

18 March, 2008

Micro-Advertising, or, the Tyrrany of Overworking

In my few hours of research, pouring over such luminaries as SeoBook.com 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.

11 March, 2008

Publish Often Or Perish

This cow knows how to publish often…

Greetings, dear Reader.

I’ve been using the internet since before it was cool. I’m a geek of the dial-up PPP connection era. I love creating digital media, and still buzzing from SearchFest 2008 in Portland, OR (with illumating talks by Rand Fishkin, Jeff Pruitt, Paul Colligan, and Marty Weintraub , Google and MS just hyped their own products) I’m now fully on the Search Engine Marketing bandwagon. Although, I don’t think it’s really about gaming the search engines anymore. Search engines are only secondary referral mechanisms to the aim of generating conversation about ideas. It’s more about gaming people in effective ways at this point.

I’ve been searching for a way to get my hands on the resources (meaning money, people and time) to get to realizing some of my dreams. This website is an attempt at this. While the true purpose cannot be revealed until it is complete (i’m impatient too), I promise it will be interesting, to creative people, to business, to anyone watching, I’m updating the ancient paradigm, Publish or Perish.

It’s now, Publish Often Or Perish (with the wonderfully catchy, self-describing acronym).

You can’t get by, in the online world, with a web page or message that updates once a year, or worse, remains static. Static is the enemy of a dynamic society, always chasing novelty and innovation. The public needs businesses to be as involved with the online conversation as themselves. That means, (dust off an apple era Guy Kawasaki book), marketers must be rabid evangelists of the products they promote.

How do we accomplish this? I only have so much love to go around. *wink wink*

This is not a problem you can throw money at and make go away (sorry conventional business logic). In fact, the more money you throw at the problem, the more distrust you are likely to generate amongst a crowd of consumers that universally distrust anything that looks like advertising.

Human Content Generation (HCG) is the name of the game now. You drive eyeballs by publishing interesting, informative, fun or controversial content. Think of it as a press release with edge, or an advertisement where consumer input in an online sandbox dictates exactly which color the car in the commercial is.

HCG is the second side of the mass media conversation, which previously took place in your living room, but instead is lived out in youtube, blogs, and a whole bunch of other stuff I’m too tired to think of right now, this blog is only 2 hours old (registration + wordpress + analytics installed! any idiot with a credit card can publish, many do (see above)).

Check back on this space! feel free to drop a line in the comments too.

thanks!

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