Tapping Passion

Why social media is different?

In the recent free book by Todd Defren (@TDefren) of Shift Communications there is a central theme about why people contribute to social media. It's their passion.

This is a game changer for marketers.

The book opens with the premise that 'marketing is participation'. I am reading this at 3:30 in the morning - so I may have missed the bit that explained why this is true. Here's my take. Since the sales department has the job of selling, marketing must be responsible for something else. What does participation give marketers that other activities do not? The answer: Insight.

Several examples in the book demonstrate the aha moment that only comes from observing and talking with people passionate about what they do. By no means do marketers and companies have a lock on all the good ideas out there. In fact, they probably have far fewer of them since innovation and new products come from people simply trying to do a simple job. (Like scanning our kids pictures for posting.)

Since marketing is responsible for aligning solutions with needs to everyone's satisfaction going to where the passion is just makes good sense.

Fast Tracking Startups

How fast can a company be created?

A weekend appears to the be answer. An interesting approach is being taken by Startup Weekend. Invite people (over 50 showed up), give them an idea (poll your friends via phone), put them in a space for a weekend and see what happens.

For an interesting read on what comes out and how it is progressing check out the first idea --http://www.vosnap.com/. While not fully formed yet, it is interesting to watch.

Innovation on Gilligan's Island

Why did the Professor and Gilligan succeed?

In a recent article Michael Megalli uses the analogy of Gilligan's Island to show the balance required between marketing and engineering to create innovative solutions.

The struggle to leverage both process and gut-feel is not just an issue with individuals but rather one of corporate culture since organizations take on the persona of their leaders. The risky part of all of this is that both points of view, while valid in certain times, are internal and lack the focus of understanding precisely what the customer needs done.

Who made a better customer: Mary Ann, Ginger or the Howells?

The referenced Booz, Allen, Hamilton report on global innovation can be found here.

Business Redesign

Do you plan for the future or right now?

The book "Idealized Design" by Ackoff et al argues that redesign should be in the here and now with only a few rules.

1. The solution must be technically feasible and not science fiction.
2. The solution must work in the existing environment, i.e. operationally viable.

Their argument is that designing for the here and now removes the uncertainty about the future, something no one can predict. Second, the removal of current constraints lets creativity reign.

To quote the authors: "Desire must replace existence as criteria of choice."

Idealized Design: How to Dissolve Tomorrow's Crisis...Today