It's no longer good enough!

A Reminder

In my career I’ve learned how tough it often is to instill new ideas into the minds of others. It takes stubborn and repetitive evangelism to promote new ways of thinking. Personally I get a tad frustrated when, after saying something for a year, someone suddenly perks up with their own personal epiphany of the identical thought I’ve been promoting. But hey, if that’s what it takes…

So the subject of this post is about trying, yet again, to get a principle seared in minds. It’s one more reminder to wake up and have ‘your epiphany’ sooner.

The reminder is this: REMEMBER the fact that a fundamental and monumental change has already happened! And this principle MUST be paramount to anything and everything we do relative to marketing, from now on.

Memorize the principle: “It’s no longer good enough to be in front of people. Now, it’s only good enough to be with them!”

Let’s break this down.

“It’s no longer good enough to be in front of them.” Traditional marketing has always taken the form of advertising (to call attention to, in a boastful or ostentatious manner”, dictionary.com). Intrusive placements that shout at people to stop and pay attention. It’s only worked when the ‘target’ altered their mind-path to focus on something thrust in their face. Advertisers have treated people like an ‘in-box’. Just keep bombarding the in-box and hopefully 1% will respond. We’ve known for a long time that the ever increasing consumer control of channels and mediums is erasing the viability of that approach. Shouting intrusively is as effective as screaming at a wall.

“Now, it’s only good enough to be with them.” The recent iPad launch is the best reminder of this new reality. The trend that’s been taking shape for years (phones, Xbox, etc.) is no fad—it’s now a standard. People own and often carry devices with them that connect them at will, to whomever they choose, whenever they choose, wherever they choose, and however they choose. They connect through a multitude of devices and social spaces, private places, and mediums. Face it, they own the on and off switch to almost all media—and frankly, brand relationships.

Being with them means to recognize a consumer’s power, will, choice, control, and to stop shouting! To simply have a conversation. It means being visible, useful, usable, desirable and engaged. It means being aware, active, agile, and relevant in their mediums, channels, and networks of choice. It means NOT being intrusive but ‘there for them’, on demand.

My hero Leo Burnett summed it up well when he inadvertently predicted the power of interactive in saying “Make a friend before you make a sale”. Leo would’ve been a master of this new age…

Now, traditional marketers’ would argue they believe and practice the same—be where the people are. But they still typically take the same old approach—“Let’s place an ad on that iPhone app!” That’s not what I am talking about. Being where they are and with them are two very different things. Just being where they are and trying to capture their attention is very different than being with them in the ways I’ve described. Being visible is only the first step in developing a relationship via a branded interaction.

We can no longer shout ‘at’ a target—we have to relate and interact ‘with’ a customer. After all…they now carry and own the connections, the touch-points. They decide when to turn the button on to connect, or off, or click elsewhere. They decide what they will give their attention to—and when.

Simply put, stop thinking about placements (being in front of them) and focus on building a relationship with them (being with them). Instead of thinking about ‘reach’, think about offering useful ‘branded interactions’. Relational interactions that offer immediate value.

Connectivity and device explosion have fundamentally changed the way we need to think and behave as marketers. We can no longer afford to approach every assignment with the intent of driving traffic to a site. The days of thinking computer, site, and pages are passed. We have to think relative to the new reality of consumer, on-demand, and control. And offer useful, usable, desirable, and engaged branded interactions as they wish, choose, decide, and control.

Duh.

“It’s no longer good enough to be in front of people. Now, it’s only good enough to be with them!”

 

Posted via email from Stephen Speaks's posterous

Full service self service

I've written about the self service dynamics of the web. How the internet simply enables a growing 'want' for control, etc. But this morning I was reminded just how prevalent that standard is becoming--offline too.

Re: I walked into a convenience grocer to grab some food for my train commute. As I was putting the change in my wallet the guy behind the counter reached down for the usual plastic bag, to carry it in. But I was slightly stunned when he simply handed the bag 'at me' as he was turning away, chatting it up with a coworker. I thought, "Wow, nice thank you for my hard earned dollars/trade..." But then it hit me that perhaps this standard has become pervasive and companies are no longer training their employees about customer service, or they don't care, or they simply assume customers want to do everything themselves.

For instance, we do have a lot of restaurant chains where you order in line, wait for your food, then are expected to clean up after yourself. We are pretty accustomed to picking up our hotel rooms or even making the beds to adhere to 'green policies', etc.

But I am personally appalled by the growing lack of respect given to customers (me specifically). Like airline employees are now bossy and rude--more there to tell you what to do than attend to you. Store clerks act as if they're doing you a favor by helping you find an item. Bank tellers literally tell you that  you should use their site more. You dare not return food in fear it will be spat on. On and on.

What happened?

As a kid I worked at a pizza joint and I was told the customer was always right. To make it right if they had a complaint. I was taught to be polite and say thank you after every transaction. And later in life I learned that clients valued being spoken to respectfully. So what's up with this new indifference? Rudeness? Especially when the economy is teetering? 

Perhaps companies could find a competitive advantage by being nice. What a concept, eh?

A few more illustrations:

I went to a motorcycle dealer to buy a new helmet. The woman at the store spent the entire time with me telling me how she refused to wear one. I literally had to ask her to go get me the size I wanted. Then I had to wait at the counter for her to finish her conversation with another worker and acknowledge I was ready to check out.

I was in the Denver airport Friday evening and found a pizza place open. While in line I noticed a worker taking all the remaining pizza off the pans and putting it into containers. When the guy in front of me said, "I want that one (pointing to the pizza right out of the oven), that same worker said, "No, that's mine too..." I realized he and the others were cleaning up by taking all the pizza home for themselves--all while I an about 7 others watched in disbelief.

I ordered some shoes online. The order went through and about ten minutes later I got an email telling me it was cancelled--on backorder. So I went back to the site and ordered a different pair. Same thing. So I emailed their customer service asking if three other pairs I might want were in stock--to avoid another order. I received a curt response telling me they didn't know--as they order from the factory as orders come in. Didn't know? Yet all on their site as if in stock? He didn't even bother checking the SKU's of the three I listed in the email. Wow.

So, little surprise how everyone rants and raves about the Zappo's model. And how they're willing to pay higher prices at Z's because of the service. That's what it's come to...pay extra to get what you deserve. Maybe the airlines could make more money by paying for a button you can wear that says, "I paid for you to be nice to me today." A better strategy than charging for bags, these days.

What stories do you have to share? Perhaps we can 'ask' companies to treat us better...

Posted via email from Stephen Speaks's posterous

Can I get an addiction please?

I was talking with a friend today and we ended up discussing Tiger Woods and Jesse James. Not for their respective reasons for fame but their recent claims to fame--sex addiction. That led us to talking about the real issue--total a-holes who just won't take responsibility for being a-holes. It's way easier to blame an 'addiction'. Tiger claimed he was just taken over by the consuming desire to, you know... Hey, I'm a guy. I sort of know what it's like to see a hot babe, but guess what...I've never chased one (since being married).

Okay, so I don't have a sex addiction I guess. Maybe I just don't understand just how difficult it is for a rich, famous, have-it-all celebrity to keep his pants on. But my suspicion Tiger's just an a-hole. And I suspect he and Jesse find it easier to sleep at night feeling like they're duping the world into feeling some sympathy for them--because they have an addiction. Or by telling themselves they have an excuse for the abhorrent behavior and clear lack of respect for their wives. And that they can be presumably seen as much a victim as people who really do suffer from addictions--drugs, alcohol, and real sex addiction. Shame on them.

So, while on the train of thought--shifting responsibility for a scapegoat--I was considering what addictions I'd like to use to deflect some responsibilities. What about a couch addiction? That'd be a great excuse for not going to work. I could tell everyone just how every waking thought is consumed by the lust for laying on my couch watching Tivo'd episodes of Pawn Stars. Eating popcorn is a symptom. Not showering is part of bottoming out. Nice...

Or maybe a motorcycle addiction. I could avoid all my family responsibilities by being diagnosed with an addiction to the winding roads of the country. "They keep calling me!" Tiny voices in my head that make me hit the road when I know I should be going to bring the bacon home. It's terrible--that craving for the excuse to wear leather and all...

Seriously, what about something more dire? Like a bizarre dog addiction. Ooh, sounds creepy and like it must have a deep psychological cause. The constant want to walk my dogs, play with them, feed them, take them to the vet, on and on. Or just petting them...and petting them. That's disturbing isn't it?

I like this idea. Instead of 'manning up' and taking responsibility for my actions, or being an a-hole, I can just pick some thing out and claim to be addicted to it and blame it for all my misdeeds. Easy enough.

Only thing is, I can't in good conscious act as if any of them compare to the true suffering addicts endure when oppressed by really dark obsessions, many of them physical. Same reason I can't see why Tiger and Jesse feel so comfortable making a joke of the people who really are addicted, and need help, by pretending to be as dependent.

I think their only real addictions are self delusion and lack of moral character.

Posted via email from Stephen Speaks's posterous

Advice to brands: Don't Grow Up!

I recently had customer service experiences with 2 small brands. In each, it was the owner who responded to my inquiry. What I enjoyed most, besides the simple contact with the entrepreneurs, was the transparency, genuineness, and believability of the responses. Each took the time to really understand my issue and respond meaningfully. I didn't get 'pat' scripted answers or defensive lashings, I got polite and actionable responses. As a result, I have adopted both brands into my sphere of trust. Kudos.

Now, in contrast, I have experienced many larger brand responses that did the exact opposite. It seems that as brands grow they sometimes adopt attitudes, processes, canned scripts, defensiveness, etc. They often start acting like they're doing the customer a favor as opposed to earning the customer's loyalty.

It's a simple lesson. Grow but don't grow arrogant or complacent. Every single brand interaction has the potential of resonating far beyond that single point of contact. Do it wrong and averages say about 10 other prospects will hear about it. That's negative resonance. Unfortunately when brands do it right fewer hear about it--the nature of our culture. But it shows that a little can go a long way--in both directions. Do it right and you gain a friend, perhaps for life. Do it wrong and you become famous for the wrong reasons.

Btw, those two brands who are on my list of favorites now: 

1) Rusty's Hawaiian Coffee http://rustyshawaiian.com/  Lorie, the owner, sent me the coffee and did all the service via email. She even went so far to ask 2 other experts how to brew her coffee in a Chemex (since that's what I use). Rusty's has the price-of-entry product (the Bourbon varietal is to die for!), but goes far beyond delivery. Rusty's keeps it one-to-one and shares its enthusiasm for their product's use, and value to me. Love 'em!

2) Cigarplace http://www.cigarplace.biz  Julian responded to me about an issue fairly unrelated to any order. I made a comment regarding an email blast and he took time to explain why he was featuring this certain brand I didn't like. He could have easily discounted my feedback as some disgruntled quack but instead wrote me a polite note and urged me to keep writing--that he valued the input. Wow. I have ordered from these folks before and now will do so again. 

My advice to both of these brands: As you get famous (they are/will), don't grow up and become prima donna brands. Stay innocent and honest and concerned. Stay in touch with customers and build relationships. Sales will come, naturally.

Posted via email from Stephen Speaks's posterous

10 reasons why I am quitting my job today.

1) 9-5 no longer works for me. I find my most productive times are from 6 am to 9 am and then from 7 pm to around 10 pm. Yet management seems obsessed with appearances in the office, still. With all the connectedness I have access to, and with my peers located all over the world, I can't be confined to getting real work done AND being glued to a chair to meet outdated expectations. Plus, where's the measurement for all the work I do 24/7--via texting, the phone, Facebook, my blog, on and on? I just can't be successful within old paradigms.

2) I seem to get paid to travel yet the expectations are for productivity. I can no longer accept the idea that I need to produce deliverables while spending most of my time at airports, on planes and trains, in hotels and various places of transit. Something has to give. My productivity is limited by the expectations that I need to commute all over the country--to 'work'. If the perception is that my merit and value is in thought leadership, affecting change throughout the organization, weighing in on matters of corporate importance, etc. And yet my true activity is tied to being in multiple places for meetings. I can't be successful that way any longer.

3) I can no longer know everything, all the time. And then be expected to write about it, spread my knowledge, and influence momentum for my company and my clients. I can barely keep up with all the change--even when immersed all day, all hours, all the time. Change happens so fast in this business, and world in general, that I am simply overwhelmed--like most--and cannot meet the expectations of being in the know about every innovation and happening. I can't read all the blogs I subscribe to, read all the Tweets of influencer's, read every WSJ article, listen to every podcast, keep up with YouTube, know the daily fad...whew. It's just too much for any one person--especially me.

4) The lines are too blurred these days when it comes to role. I am, by title, an Executive Creative Director, and yet I am expected to provide strategic direction, inspiration, technical expertise, marketing insight, statistics on ROI, know all the trends, be up on the latest research, know why Foursquare is of value, spur utilization in my department, increase collaboration across disciplines, show progress to a board, run interdisciplinary councils, write, speak, judge, work on corporate mission...oh, and still focus on innovative ideation. I can barely focus on any on thing let alone cover all the increasing areas of contribution.

5) I hate the term EBITDA. Or is is EBIDTA? See, I can't even get that right. And largely because I really don't want to be a financial guru. The word utilization is like scraping fingernails on a chalkboard, to me. I don't like revenue calls. Or spreadsheets with pipeline forecasts, billable trends, and such. I cringe when I get an email demanding I have my merit evaluations in by EOW. When did I even start talking in these terms? My art school never had a course in stretch goals, KPI's, metrics, attribution models, leverage models, and all the other terms I choose to refrain from using. I got into this business to build brands...not massage excel documents.

6) Interactive still doesn't 'get' what we are really in business to do--and that's marketing. Building brands. Moving brands forward. Providing value to consumers. Serving customers on behalf of our client's brands. And management has forgotten that if and when you do that, and well, the company reaps profits--because clients will seek us out and beg us to do it for them. When they succeed we succeed and multiply. This isn't about technology, or selling services, or designing widgets, or making Flash experiences, or focusing on hourlies, it's about gaining mindshare for brands and delivering value for their customers. I don't want to be in the business of business--I want to move brands forward via valuable, branded interactions.

7) I hate what the acronym BS stands for now. I began my career assuming it stood for BrainStorming. Now, far too often, ideation is more around climbing the ladder, or maneuvering for fame, than it is creating ideas that matter. Again, the naive me always believed that great thinking and even better execution would take care of all things relating to profit, and gain. I miss the days when innocent, idealistic, altruistic creative's got in a room and fantasized about the what-if's that could change the world. And we got paid to do that. Now it seems like we begin sessions with project plans, hours we can spend, do's and don'ts with the client. I am tired of concentrating on practicing presentations when I should be focused 100% on an idea that will make them famous.

8) I HATE that we now talk in terms like 'social strategy', Facebook tactics, Twitter campaigns, viral attempts, iPad POV's, yada yada yada. Whatever happened to the simplicity of, "What's the big frickin idea?" Why do we now talk in terms of channels, even fads, or hot trends, when we should be talking in terms of 'ownable position' and strategic idea? 'Nuff said...

9) I am sooo tired of 'calls'. We get 5-10 people on a call and everyone pontificates, argues, talk semantics, throw words around like 'synergy' and 'action items' and 'next call...'. I spend so much of my time on calls. I get to wear a nice little headset and sound intelligent and defer action items to others who made the mistake of missing the call. I have to listen to people I've never seen produce anything tell me what a deliverable should look like, contain, do, and so on. I have to be real polite and listen to everyone's ideas so my performance review wills state that I am collaborative...a team player...inclusive. When I first started in this biz my CD's were jerks who said it was their way or the highway and they acted like prima donnas, cussed, spit, offended, all in the name of brilliant work. Because that was ALL that mattered. I would be fired if I were to scream and throw my pencil at the wall while on a call and have people believe I was doing it from passion for excellence. So, I guess if I am to be fired for that I might as well quit now.

10) April Fools. I love my job! But not for any of the reasons above. I love it because I get to work with smart people and I can still entrtain the notion of changing the world, and company, in which I live--to do better work. To do things that matter and are good for others. To leave the world a better place. Call me naive but I still believe.

Posted via email from Stephen Speaks's posterous

A word from my grand-dog, Charlie Buckets

Yeah, I know it's crazy...that I listen to dogs speak. And that they speak at all, especially to me. But hey, I am blessed with the gift.

So Charlie, my daughter's little rescued Pug, wanted me to pass along a thought to you all, in the hopes of spreading some love in these times of polarization (health care debate, war, economy, etc.)

In his words:

"Lighten up. Stop your bitchin. Look around. Show some love. Do something nice today.

When I was a baby, my first mom tied me up to a tree all day, and night, and left me to forage for scraps. I ended up eating anything and everything--from fallen acorns to bugs, grass, leaves, dirt, whatever. At the time, I didn't know I was being abused, or neglected. I just thought it was normal to be hungry and thirsty all of the time. Cold and alone too. As I grew tall and skinnier I started noticing sudden appearances of food--turns out a woman across a fence felt sorry for me and decided to bless me with some scraps when no one was looking. Funny, to this day, anytime any human throws anything I lunge for it out of habit. But if it hadn't been for the neighbor I am not sure I would've survived much longer, as my owner had decided long ago that I was better off chained and left to the elements.

Long story, but eventually she told her hair stylist that she just didn't know what to do with me given her daughter was allergic to me and that I was a nuisance. Ugly too--in her words. Luckily the girl she told the story to had a heart. And beyond that she was a person of action. She came over, took me away, bathed me and fed me, let me sleep inside (warm) and over time showed me that life off a chain was kind of cool. And the sudden attention and petting made me feel part of the family. I had no idea that this was the life of a dog. I had learned to assume it was a nasty life for all of us.

Now I am part of a family and have toys, a bed, relatives (4 bulldogs and 3 cats) and above all I have some security. I am loved and cared for. I don't have a lot but I am fed regularly, bathed more than I really like, and on occasion get a bone with peanut butter in it. I am happy. All because one person decided to do something. She didn't just campaign for doggy reform or chastise my original owner or sue anyone. She simply acted. I am forever  grateful for that and love my new mom like no one else in the world.

Which leads me to my point: Watching humans, I have realized there are many with nothing, some with enough, and a few with a lot. I can see that those with nothing want more, those with some want more, and those with a lot want more too. Odd. What I don't understand is why those with a lot won't give something to those with nothing. I had nothing, in the beginning, and my mom came in and gave me a lot of what little she had. So it seems to me that those with a lot should not be complaining and wanting more but actually taking action and helping out those with less. Instead, all I see is a lot of talk. Hardly any action. I am confused.

Like Warren Buffet. Mom read that he's worth an estimated $62 billion. By my simple math skills I estimate that he could give away $61 billion and still be really, really rich. Right? Or millionaires. They could give away $100,000.00 and still live pretty well. Even folks who make $100,000.00 a year could give away 10% and still eat well, dress well, and go on vacation once in a while. So why is everyone looking around and seeing folks without and not doing anything?

If my mom had taken that approach I'd still be chained up in that back yard, in the rain and cold, foraging. But I'm not. Because a young lady gave me some of what little she had.

I may just be a little, funny looking dog but that seems pretty simple, and smart, to me. And 'right'! Giving a little away so that someone else can have a little security doesn't take a lot. Hint hint politicians, rich people, working people. Just do something. Make someones life better.

My grand-dad loves this quote. I like it too."

 “To laugh often and much; To appreciate beauty; To find the best in others; To give of one’s self; To leave the world a better place; To have played and laughed with enthusiasm and sung with exultation; To know even one life has breathed easier because you have lived ----- This is to have succeeded.”

Thanks Charlie. I am proud of my daughter for doing, rather than just talking. For being kindhearted and proactive. And I am glad you're in my family and have a better life just because someone gave a little something something, of themselves and their money.

Posted via email from Stephen Speaks's posterous

Is advertising dying a painful, slow death?

My dad used to tell me that if I wanted to know what was was going on in the world, "Just look around--observe". Duh. Thanks Dad. But seriously, it was pretty good advice.

So I was walking through our lobby this morning and noticed a copy of the latest 'Advertising Age' magazine on the receptionist's counter. I haven't looked at that pub in ages and was first struck by it's 'thin-ness'. Wow. Wonder what its diet secret was? (Sorry--lame.)

Then I decided to peruse it. I was next struck by the fact almost 50% of the topics and commentary was directly related to digital. Even the 'advertising' stuff was more about digital than the old advertising I left in '96. Again, wow. So I guess all that time I've spent immersed in the digital reality, since that leap into the new age, made me 'not notice' just how badly traditionalists have been suffering. Sad. Mainly because my friends on that side of the industry failed to embrace the inevitable realties sooner.

When I left advertising I recall my CD telling me, "Stephen...you're throwing away a future in TV for a fad?" I didn't think so...and was obviously right. (Best decision I ever made!) But that's another story. But I believed then, and still do, that all the intrusive efforts of advertising were wrong in comparison to the opportunity to have real-time, two way conversations and relationship with customers. That was the single motivator that made me take a sidestep, career wise, and enter the unknown of 'interactive'. It's still what drives me! I have an unquenchable passion and drive for enabling meaningful connections between customers and brands. Branded interactions, primarily digital, serve that motive best.

Okay, I digress.

My point is, wow...Advertising Age is just now talking about digital? Advertising folks just now want to jump into digital? Advertisers just now realize digital has to be part of all marketing efforts? Seriously, I am really taken aback...we were having these conversations 10-14 years ago. I was anyway.

Wow.

Advertising: the word itself should die. This definition anyway; 

1.

the act or practice of calling public attention to one's product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by advertising.

Isn't it obvious? It's about branded interactions--relationships--experiences that are visible, useful, usable, desirable, and engaged. Not shouting 'AT' prospects and customers. Look at Advertising Age. Look at customer behavior. Look at the preferences of mediums. Dad was tight. Looking around can tell you so much. At least this: The old ways of one-way push-messaging (advertising) should die for good.

Sounds so 1996.

Posted via email from Stephen Speaks's posterous

Digital Nation

I highly recommend this Frontline special http://www.pbs.org/wgbh/pages/frontline/digitalnation/

Its a great look at the use of digital media and its implications. I found it especially interesting given my age--the fact I am a 'digital immigrant' (in their terms)--and that I know how life worked prior to the rapidly evolving, connected age in which I live now. I also loved how they illustrated the age old gap between the 'old generation' and the 'new generation'. Every mature generation loves to vent about the demise of values and the dangers of change--it's been going on forever. Like they show in this, people thought TV was going to ruin the world, then MTV, then the internet, and now all this 'connectedness'. Funny.

But I also loved the point they drive home regarding the power of anything and its inherent fall into 'evil hands'. The fact that, as with anything, all things can be used well or badly, or for good or for evil. So it's unfair to judge anything by its misuse. Or by its merits alone.

Overall 'Digital Nation' is a fair look at reality. I love the principle of, "Embrace the inevitable truth..." and this special simply lays out what that is. For now.

Stephen

Posted via email from Stephen Speaks's posterous

Ponder these:

Quotes and metaphors can sometimes spark more thoughtful explorations of themes. Here are a few of my favorites:

"If a leaf falls in the forest and no one is there to hear it does it make a sound?" I am pretty sure it makes a sound but, more interestingly, the point is it doesn't much matter if no one is there to hear it. Such is with building web sites that no one sees (because they weren't designed for visibility). The site exists. But all the time, effort, and money spent developing it simply doesn't matter if it can't be found. At iCrossing, we bake-in 'showing up' in the search engines as a matter of course. Designing for visibility is just what we do. I find it flabbergasting how any company can devote all that it takes to launch a site and miss the fundamentals of search engine optimization. As a creative--I'd find it heartbreaking to go through all the battles it takes to see a vision come to life only to see it cloaked in invisibility, in the 'webesphere', just for lack of following solid principles. 

"Make a friend before you make a sale" --Leo Burnett. Leo was so far ahead of his time. Little did he know, when he said this, that he was really defining the beauty of this medium called interactive. His vision for marketing is best fulfilled in digital spaces and with today's dynamics of customer control, social, user participation, etc. These days, all brand success is dependent on building relational experiences--where brands focus on establishing connections vs. pushing messages. Branded interactions work when they enable dialog and build trust, not when they play by the old rules of intrusive push-messaging. Brands are now better served by being transparent, open, enabling, involving, etc. We all know brands are not what they say they are but what customers say they are--so making friends, first, is the best way to grow sales. I so wish Leo was here to guide this medium.

"In the 1800's, if you asked any farmer what they wanted to make their lives easier they'd have told you they wanted a bigger horse that ate half as many oats and worked twice as long. They'd never have asked you for a tractor--it hadn't been invented yet." I adore this old story. It's all about the idea that one cannot simply think within the boundaries of 'requirement's, and established beliefs. It proves you have to go beyond the norms and consider breakthrough alternatives. Sure, it's paramount that the objective stays at the center of all ideation but it illustrates the importance of pushing, taking chances, asking crazy questions like "Why?" and "Why not?", trying and trying again, rapid prototyping, on and on. And most importantly--not taking the laundry list of  client demands so seriously that you get stuck in the traps conventional thinking.

"Better work works better." One of my first CD's used to say this and I've repeated it ever since. It's more than a clever play on words--it's a solid principle that, when followed, always leads to success. It's so hard to keep things simple and focus only on the work but at the and of any day it's only the end result, the work, that matters. Being clever in a meeting, or impressing ones' boss or client, being political, sounding profound, challenging everyone, being judgmental, etc. may get you short term results but when building a solid career this is the best advice. Focus on making better work. Work that works better. And you will be better--and get better opportunities. Because your client and their brand will be more successful. It's as simple as that.

Happy pondering.

Posted via email from Stephen Speaks's posterous

Pay attention: Your bosses are

Some time ago I wrote about digital shadows. But my coworker over in England one-upped me by writing an entire book on the subject. He's brilliant so I willingly acquiesce to his superior knowledge on the subject. Check his book out at:

http://www.amazon.com/Me-My-Web-Shadow-Reputation/dp/1408119080/ref=sr_1_1?ie=UTF8&s=books&qid=1268840056&sr=8-1

Now that I've gotten that shameless promotion out of the way, here's why I referred to it. Read this article.

http://www.usatoday.com/money/workplace/2010-03-17-workplaceprivacy15_CV_N.htm

Scary. Sad. And true.

I have been advising my young adult children to 'wise up' on the matter and embrace the rules of the ever-changing digital world in which we live. While my shadow is fairly limited theirs is already nearly life-long. My son is graduating from college soon and in looking for a job he has already experienced the ease by which employers find out about him--digital being a primary reference. So he's gone to great lengths to protect his private life, or separate it from his professional life anyway.

And my daughter has experienced being at work, calling the IT 'guy' to fix her PC, and enduring 20 questions about her YouTube activity, Facebook perusing, etc. Luckily, she used the company policy against him and advised him to check 'the logs' since her activity is closely tracked. No viruses from downloading--she had proof! End of the intrusive conversation. She is keenly aware of the suspicions and espionage that abound in the workplace.

The whole subject of privacy plagues every development and decision when it comes to anything digital. With the explosion of geo-based apps and devices it's only going to grow more contentious, even more frightening. But it is the new reality. You have to watch what you say, when you say it, and where, etc. Look around and consider what shadow you're casting. 

People are watching.

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Take a deep breath...

Now, exhale slowly. Slowly. 

Repeat. And relax. Concentrate on, "Digital is just a thing, a job, a passion (yes), but still only relatively important in the grand scheme of things (life)."

This past week of SXSW reminded me just how all-consuming this niche can be--how it sucks you in and gives you the 'keep up fever'. The beauty of being in interactive is that it wakes you up every morning with a promise of something new to be discovered, The downside is it can take over and raise the level of zeal to tiring proportions. Like with my dearest friend, who shall remain nameless, who must've posted over 100 text messages from the conference per day. It's hard to sit back and watch my gentle friend become possessed. Not just obsessed...

I admit, I get caught up too. It's an industry where everyone wants to be in the know, and with this, being 'in-the-know' lasts  milliseconds. It can become overwhelming to read every post, look at every email, follow blogs, on and on, just so talking to that peer who takes delight in one-upping (about just how current they are) is survivable (not my nameless friend, in this instance, btw). It fuels that urge to know everything, and that's just not possible. Embrace that inevitable truth.

I absolutely love my job, my work and this thing we call digital. But I also love my life and have learned when/how to shut off the insatiable curiosity that drives me. Gray hair is good for something, eh? A little maturity has taught me that it's okay not to know everything but to enjoy everything. 

Especially 'having a life'. : )

So, to my dearest of dear friends, please put the phone down and just breathe...feel the warmth...take in the wisdom. And give your thumbs, and my phone, a rest.

Thank you.

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Is anybody doing anything real?

Or is everyone just talking? Because it’s a lot easier to talk than do?

I admit I am often an impatient person but what can really fry me is constant procrastination caused by the want to 'discuss'. And discuss. And discuss. Rather than do.

For instance, how long have we known, and talked about, the fact that the customer is in control? Yet how many marketers are embracing it, enabling it, fostering it, etc.? How long have we discussed the idea that ‘content is king’ and that the ever increasing device explosion is warranting an inside-out approach to experience design? Yet how many brands actually focus on content first and port it, redistribute it, let users generate it, etc.? How long have we evangelized that we can’t shout at customers but should interact with them? Yet still, how many brands really behave differently than they did in the glory days of ‘advertising’ and push messaging?

I’m really getting tired of the discussions.

Now, while I know I should be happy when I hear a client say, “Yeah…we need to stop talking at customers and talk with them.” I frankly want to grab them by the neck and say “Duh”—this is OLD thinking already. And stop saying that—do something. Live it! But instead the conversation goes back to the excuse that their antiquated backend system can’t enable conversations…so, “Can we do a landing page strategy around key messages?” Or, "What about a Facebook page?" 

Ugh!

Folks…discussions are fine but only good when followed by action. Even change. What’s the point of spending time waxing philosophic if no intent to affect change is realistic? To be blunt, “Put up or shut up!" How’s that? Get that?

Sorry, I told you this frustrates me.

Listen, before you start discussing Twitter strategies, AR apps, the semantic web, or the latest fuzzy buzz FourSquare, why don’t you make a list of the basics and start, one at a time, knocking off the fundamentals. Yes, the customer is in control. Hand it over. Yes, content is king. Articulate a content strategy and prioritize accordingly. Yes, advertising is dead, so why not just stop disrupting with messaging and enable dynamic, branded interactions—even relationships?

Establish, evolve…then innovate. In that order.  And hurry. The brands that get there first win. The rest will be left behind; having conversations about following trends vs. making them.

Just a thought...

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BoreSquare and Twoverload

Okay...I'm slightly bent, having just spent the past week on a well deserved vacation. A vacation that coincided with SXSW, unfortunately, for me. Unfortunate because I made the mistake of keeping my phone with me at all times and heard nothing but the constant notification of both Twitter feeds and Facebook updates and a lot of straight text messages--all a mind-numbing string of endless quips of 'brilliance' from the conference. Now I know the folks there were excited and inspired but passing along short, mostly incomprehensible, out-of-context snippets was both confusing and a huge waste of my time, trying to keep up with sorting through essential messages and all of those ramblings. It was excruciating.

The worst part became apparent as I read one particularly long set of text messages--34 in one string--stuff like "great post","match digital spend to traditional spend", "Ha, that was funny", and on and on. Then another long group of folks 'checking in' at every restaurant, party, and concert....  Whew, exhausting.

So here's my takeaway. All this stuff is good. It ALWAYS BEGINS GOOD. But it's misuse that turns it bad. Like when advertisers discovered 'MySpaceInvasions'. Or 'Flickrtising'. And now it's 'Boresquare'--the hot new rage where I get a notice every time someone checks into their bathroom. Enough, please.

I just wish folks would stop and consider what effect they're having by over-socializing. It become gray matter--noise--adds to the clutter we tell clients to avoid. Look, again, it's all good stuff--it's just abuse by a few that ruins it for most. You know that one person on your Facebook that posts every 5 minutes--literally! Or the FourSquare addict that spends their day checking into every place but work, or so it seems. On and on...

My advice: Remember, you post because you assume/believe you have an audience that wants to read and keep in touch. But too much of any good thing becomes a very bad thing--so post wisely. And less often, please. And never take vacation when SXSW is going on. Or leave your phone at home.

Okay, time to check into my kitchen again for another cup of coffee.

Stephen

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Too Much Negativity

I am going on vacation soon and have been watching the weather for my destination. Today it said "20% chance of rain". That struck me as odd--that it also means there's an 80% chance of 'not raining', right? So why the emphasis on the less probable and more negative possibility? Sure, it tells me I may need an umbrella but it fails to tell me I might also need sunscreen. (Yes--I am going where the sun does shine this time of year.)

It's also the beginning of baseball's Spring training. As I've watched the news and reports on players I've been awe struck by reports of some player who hit .325 last year being ridiculed for having a bad season compared to his prior. Whoa...there are players with lifetime batting averages way less than .300 that make millions per year. So why the focus on this guy's 'bad' year?

And staying on the baseball theme...why is Bill Buckner remembered for one error vs. his hall of fame caliber career?

Why is the goalie of the recent USA hockey team remembered for allowing one goal in overtime vs. the fact the rest of his teammates failed to score enough to avoid overtime?

You get the picture.

We're an inherently negative nation--we love a good failure story. We love it when stars are found out, say something wrong, athletes choke, on and on. But we quickly forget the successes--how athletes got to where they are, the hard work actors put in to become celebrities, the 'climbing-the-ladder' histories. Instead, we prefer to zone in on the bad.

Take work for instance. We've all experienced it...show up for work, on time, 364 days a year (no one says anything) and the one day you're late, OMG, the chatter, the complaints. Look at your performance reviews. Do they list 500 great things you've accomplished or focus on the few flaws?

My dad always said, "If you look, for people's weaknesses you'll quickly find them. So why look?" He urged me to look at the good in people and accept the flaws. I admit I am rarely as good at it as I'd like but these days I am committed to seeing the world from a more positive perspective. I am focusing on the good in my fellow man. And guess what? I am finding it in droves...

Wow. I feel better just recognizing all the good. Today's Chicago weather of 'partly cloudy' is really pretty nice!

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