Servant of Chaos

Why We All Like a Bit of Rough

Often the most effective communications are a little rough around the edges. It is the half-dashed email. It it the off-hand tweet. It is the scribbled note left on your colleague's desk.

Think about it, what do you prefer to get from your lover -- an email, an e-card or a hand written note? What gets your attention most?

Seth Godin calls this "keeping it human".

When it comes to communication, marketing or what ever you want to call it, sometimes the slick, polished piece of collateral, corporate video or TVC is not what you should be aiming for. And while it does depend on who your audience is, remember that we all like to feel that we are being spoken to by a person, not a machine. After all, no matter how many times you repeat a message, nothing appears to be quite so authentic as something written, given and created by hand.

Who Is Your Best Friend, Girls?

When I saw this ad the other night I laughed out loud. Audacious. Daring even. It apparently even caused outrage and complaint in the community which is a good sign of effectiveness. But would it make you buy the product? Penny Warneford, who is helping Kolotex with the campaign (or perhaps managing the crisis it has created) said, "The advertising is the result of extensive research which is right on target". It seems to me that she is right. And we have come a long way since the ads with the blue dye.

Sometimes Advertising Does Good

Every medium has a frame. This can be physical like the hard edges of a TV screen or a computer monitor (or even the edges of a piece of paper), or it can be a "construct" -- a series of written and unwritten rules which we all follow in order to create meaning. Sometimes playing with or adjusting this frame can create surprise -- jolting us out of the passive stupor which surrounds our media consumption. I remember Moonlighting used direct to camera conversation as a way to "break the frame", but there are many other approaches and techniques that can be applied to film, video, TV, print, outdoor and even digital. Whichever media you are working in, there are rules to use and rules to abuse -- and plenty of creative space in-between.

But for me, the best creative work reaches THROUGH the frame in which it is created and connects us with a story. A powerful narrative has a force and impact which cannot be easily ignored. For digital work, this often involves interaction or an immersive approach to storytelling, while TV needs to capture our fleeting attention (ie stop us from walking away) and draw us into a story that DEMANDS to be told.

This TVC for the Victorian Traffic Accidents Commission is a great example. There are not single stories here, but a quiet cacophany of stories.

The plain, everyday footage and locales, the emptiness of the scenes conveys the tragic absence of life. The still-grieving (ever grieving) parents with photos is reminiscent of Chile's mothers of the disappeared, and the haunting music (Angie Hart's cover of The Cure's Pictures of You) all combine to remind us of the consequences of our actions as well as our need TO act.

Oh, and as Jayne points out, these people are not actors. They are the real people who have lost loved ones in accidents. Hope you have a box of tissues.

Building Trust Through Participation

I have been ruminating on the linkage between trust and participation over the last couple of days ... particularly in light of Mario's post on the Fifth P of Marketing -- participation ... and trying to piece together a sense of where this is all heading. As you have all probably experienced, there is a converging of technologies and processes -- the distinctions between work/life, professional/private, author/collaborate are collapsing before our very eyes. Meanwhile, the institutions that we have, in the past, trusted (from banks to governments) are coming under fire and are heaving under the stresses of our cynical consumerist glare. Even the darlings of our new connected universe, Google, are feeling this strain.

Where once we turned to Google to sort through the dross of the ever-expanding Internet, we now turn to our personal networks. The difference now, however, is that our personal networks are dispersed across geographies, timezones and languages. We use tools and sites like Facebook, LinkedIn and even Twitter to mine specific answers to our global and local needs. Robert Scoble calls this "social graphing" -- take a look at the second video here.

One of the ideas that interested me most in this concept was the linkage between how social networking activates and validates inter- and intra-community trust. Basically, this means that I am more likely to make a decision based on feedback or information garnered from my network of trusted advisors. For example, I am more likely to try Facebook if all my friends are using it -- even the stalwart David Armano has finally capitulated ;)

From a brand and marketing point of view, these networks are strategically important ... but as Robert Scoble points out, they are, thus far, impervious to search engine optimisation. This means that ONLY those brands that are ACTIVE in social media will have any chance of reaching and activating these networks. In short -- brands need to participate ... for only through participation can they DEMONSTRATE the qualities that will lead to trust. So if you are asked "should my company be blogging"? The answer should be clear.

With thanks to Spell with Flickr.

Blogged with Flock

Tags: Trust, Participation, Robert Scoble, David Armano

The Voice of Poetry

As I get older I find myself smiling at the changes in my life. There was a time, for example, when I would look scornfully at those people wandering around golf courses hitting balls into the distance. Now, I enjoy a round or two. This morning, as I was listening to AM radio (another thing I swore I would never do), I found myself grinning away at the apparent inconsistencies of my life. 

For here, on the national broadcaster's breakfast show where debate, politics and insight are the order of the day (when did I become interested in this stuff?), during the regular segment called "Album of the Week" ... was Suzanne Vega and her new album, Beauty and Crime. My immediate reaction was to change the station ... but then I stopped. I waited. And then her voice came through the static.

There is something absolutely distinctive about Suzanne's voice that taps deep into my soul. It is to do, I think, with the way that story and style become inseparable. Having heard some VERY bad covers of her songs, I believe that only a great storyteller can successfully perform her songs. Watching this video is a great example ... there is the interview, the ambient noise ... and at the end, the glorious connection and warmth of her music.

In selecting Suzanne's new album for "album of the week", Tim Ritchie suggests there are strong links between another of my favourite musicians ... Lou Reed (and on that topic, don't forget to check out this post over at Lewis Green's blog). There is the storytelling centring on New York, the ability to bring poetry to life in a gritty, urban context and there is a sort of dirty love affair with the city itself. And even just writing this makes me want to listen to the new tracks ... is it nostalgia, or a desire for a new experiential adventure? Time will tell.

Blogger's Hierarchy of Growth

I have been pondering the idea of authenticity and its link with writing, with branding and strategy and with the private self for some time. In fact, some of my earliest posts were on what it means to be authentic. For some reason it keeps coming back to a sense of writing voice or writing style ... and this post from Lewis Green got me thinking on this topic some more -- for it seems that we blogging folks go through a kind of metamorphosis the longer we write, engage, listen, discuss and collaborate with our readers and the wider online community. And it is this process of personal change that I find intriguing.

There have been many recent examples of these changes ... and sometimes this change occurs through a conscious decision while at other times it is a change enforced by a series of events. My buddy, Sean Howard, has been doing some digging around this area for a while and seems to be making some progress. As you may know, the charming CK had these changes forced upon her as did I some time ago. And currently unfolding over at Marcus Brown's blog is an amazing and searing, slow-cooked story of personal challenge and change.

No matter what the catalyst for this change is, the desire to share its story or to flee from it is powerful, and it takes great strength and courage to do both -- for of course, one can never ESCAPE from one's own story. The question is only one of TELLING.

In many ways, this process reminds me of Maslow's hierarchy of needs -- but with a twist. On the base level there are PHYSIOLOGICAL needs for blogging (or for any kind of writing). We need a computer or a pen and paper. On the next level rather than safety, there is a need for time to THINK, create and write. Up from there is COMMUNITY, a sense of belonging and of our place within a group. REPUTATION is the point at which the "higher needs" begin to be addressed -- with a focus on leadership and an emerging sense of values. The pinnacle in this model is a form of actualisation based on ETHICS.

At every transition point, a change in VOICE occurs because there is a corresponding change in the writer. And at the higher levels of the pyramid, the separation between what we say and what we do in the world evaporates. Gradually, from behind the mask, the real person/writer appears in full view.

Of course, the interesting thing about this is ... that the process never ends. No matter where you are there is always room for more growth.

Can you spot the difference?

On one side we have a marketing genius and on the other we have the master of disguise. On one side we have talent and on the other misplaced identity. On one side there is artistry and representation and on the other play, mimicry and reclusiveness.

Can you spot the difference?

In the online, as in the "real" world, identity can be a fluid construction. There are roles that we play at work, at home, in the bar or on our blogs ... and sometimes these roles intersect or even, in some instances, cancel out the others. But each of these identity constructions are built around facets of our own personalities and the very way that they are performed for the world says something about US to the world in which we live. In fact, I believe that our "true" selves peak out around the freying edges of our identity constructions to wink at (and connect with) the rest of the world. This is why I love reading blogs and why writing one can, at times, be confronting.

When Marcus Brown announced that he was quitting blogging I felt an acute sense of loss. Here we were losing one of the most original voices in the blogosphere -- someone who constantly experimented with the blogging as a tool to communicate and as a medium in which to practise communication. He would share stories, personal archives, branding and marketing theory, activation ideas, sing on YouTube, debate the merits of various meats and generally provoke conversation. If you did not get to know Marcus and his early blog work, then I feel that you really did miss out.

And yet, like any great artist, with any loss there is also a rebirth, of sorts. While I know that Marcus has closed down his blog sites, and I was actually Twittering and watching as he said goodbye and deleted his Twitter account the other day, this has not stopped me dropping by his old blog address each day or so. It is like a toss-up between visiting a cemetary and driving past a house that you shared as a student. A little weird (especially when you find that some squatter, Julian, has moved in). I hold in my heart a small hope that maybe "Julian" is a revamped Marcus, that soon another post will signal new life in an old blog. But no. At least not yet. But then, how does one account for this?   

Standing on the Outside

Growing up in the mid-north coast town of Forster was a lot of fun. I remember the beautiful beaches, the good friends and the music. Everyone in town loved music. It was something that struck me immediately upon arriving from Sydney -- there was the School Captain, Paul Davis sitting on a bench strumming a guitar and singing to the other kids around him.

Of course, he wasn't singing Kumbaya ... he was singing The Clash. He was singing Sex Pistols or Siouxie and the Banshees -- but importantly, he was singing. And in many ways, this single incident set the tenor of my engagement with my new town and its people -- it was to be a deep and musical connection. Even now the songs from my late teens remind me of specific moments, people and places -- these songs have created a soundtrack to my own life -- and none moreso than the songs of the Australian band, Cold Chisel.

Imagine how excited I was then to discover a whole album of Cold Chisel songs reinterpreted by some of Australia's finest contemporary musicians. Called Standing on the Outside, it brings together many of my favourite songs in a new context. Exciting!

But the reason I am most interested in this, is because it touches on a theme that has been occupying me for the last few weeks. It is about authenticity, truth and "fakes". I will be writing more on this over the coming week, but there is something about PERFORMING the fake that seems to me, to reveal a greater truth. Sometimes the cover version reveals more than the original. Think on Johnny Cash's version of U2's One. That is where I am starting my next post. Stay tuned. 

Sacrum Receives Brand Warmness

Via Sacra
Originally uploaded by nic_and_nath.

The phenomenon that is Sacrum continues to grow ... he is like a one man Z-list. Nedra Weinreich has a Featured Post over at MarketingProfs that provides a nice snapshot of Marcus' efforts and approach and simultaneously contributes to the growing debate around authenticity and what is "fake".

I am looking forward to Mike Wagner entering the conversation!

Stripped Bare

striptease sur scene
Originally uploaded by _boris.

There can be something wholly seductive about writing. It can be so for the writer as well as the reader.

On the writing side, you are often unsure as to where your story will go. For example, this post, can at any time, veer away from my honest intention. I am in a constant state of anticipation and determination -- desiring a certain word or direction but also perilously close to letting my ideas take a new, random way. Yet when I began this post, I knew where I wanted it to go ... I just don't yet know how to get there.

The writers I admire are brave beyond measure. They write with a ferocity that seers my eyes. They tell me the truths that others would keep secret. And they share the preciousness of their world in ways that invite us all in. Some of these writers are aware of the striptease that they invite us into; others work into it, becoming aware over time; and a final group play at striptease but become too self-conscious and laugh it off. But make no mistake. There is both art and desire in all these forms.

Though I am sure he would be horrified at the suggestion, Russell Davies is a master of striptease. His ideas flirt outrageously with the front row readers of his blog, hinting at something richer, more intense and just slightly out of reach. Suddenly, with a glance to the left, another thought careers across our line of vision and we are caught watching, gaping, panting. How does he do it? How does he sustain it?

Just take a look at his long work-in-progress posts on upcoming presentations. Watch how he starts slowly, drawing us in with provocation, gentle prodding and (what is that?) a purr ... there are images, juxtapositions, finely arrayed graphics and a clever smile. But at the end, we find we get MORE than we bargained for ... because for Russell, it is not just the tease, it is the full strip. He willingly pares down his ideas in front of our eyes. He shows the steps necessary to make it work. He shares, generously, the experience and ingenuity that has made him a leader in his field. And he does this with good grace.

This week, Russell's openness and community spirit was put on trial. He was stripped bare at a time and in a way that was not of his own choosing. The nakedness hurt. But it didn't stop him posting his reaction to it. And while I understand needing to hide for a while, I hope that he is soon back ... feather boas and all.

Update: I forgot that my friend, Marcus Brown, is very angry about this. And with good reason ... especially if these sorts of attacks become yet another way of censoring the ideas and collaborative efforts of others.

Standing out in a sea

Santa crowd surf
Originally uploaded by gdanny.

Everyone is blogging about the new credibility offered to us all by the TIME magazine "person of the year" cover story. Mack Collier counts 1300 -- which is quite a sphere of influence! But Mack also has a great post analysing and questioning the outcomes of this new found profile. Now, I don't really want to contribute to this debate as there is plenty already out there ...

But Tara over at HorsePigCow has an article that runs in parallel to this. She is talking about "getting in front of a parade", and while her post has a slightly different focus, this rang a bell for me in relation to TIME.

Indeed, it was the first few questions that Tara herself asked:

What does it mean to get in front of a parade? Why not just join in? Why not just watch from the sidelines, trying to understand the meaning of the march?

This is what TIME has done. They don't seek to know or understand or really ENGAGE in social media -- at this stage they do not need to. They are just providing some navigation aids for an audience who need it while having some blog love rub off on THEM at the same time. What that means is that TIME can stand out in that sea of red.

S.
OK ... I loved this photo and couldn't resist using it!

Reflection

Reflection
Originally uploaded by marlenells.

Ideas circulate on the blogosphere with a ferocity that can surprise us all. Often our response or reaction can be immediate and visceral ... while at other times we need a little longer to reflect on what we read, see or hear.

This week I watched a video that made me pause for thought. This piece of user generated content had confounded me, and I did not know where to look.

I knew that I needed to give this more consideration. And as I returned to this piece in the following days, I began to realise that there was a very deep question at the very heart of this topic -- what is authenticity -- and how and who is the judge?

My musings on this will be submitted to MarketingProfs ... should make for an interesting discussion!

S.

UGC -- Be Afraid

When you open the door to user generated content, you never REALLY know where it will take you. You are bound to end up with uneven quality, strange interpretation and even outstanding, creative work.

one bank on Vimeo

At first I thought this video was funny and sent it around to a couple of friends. But about half-way through I started to feel a little squeemish. Mike Wagner talks a lot about owning the brand, and there is no doubt that these guys are sitting right there in the corner pocket. But Ariel also raises some interesting questions about culture pollution.

Does this sort of work add value to a brand, or bring brands closer to our own daily experiences? Can these efforts start a mexican wave of emotion that ripples throughout a company? This has certainly made my brain fire ... and I don't yet know what I think of it. But I HAVE had a reaction to it ... I am just lost for words.

S.

Old Hat

old hat on magenta
Originally uploaded by zen♫.

John Moore over at Brand Autopsy has a great post that includes a powerpoint presentation. There are 60 slides, but you can flick through pretty quickly ... but I got to about slide 22 and stopped.

Slide 22 has a quote by Guy Kawasaki:

It is better to hire people who can get you where you want to be than people who profess to have been there before.

There seems to be a smattering of posts on similar topics ... each talking about resumes, blogs and power of authenticity. It is funny, when you are looking at other people's CVs you are looking at a snapshot. And whenever I am reading one, I am always looking for something that stands out, something that tells me that I could work with this person -- sometimes it could be job choice, sometimes unusual hobbies.

The thing is, CVs are horribly imprecise ... and interviews are not much better. BUT face-to-face I can tell in seconds whether I can work with someone. This was a great skill when I was directing plays and faced massive casting calls. I have never really been able to quantify it ... but I do rely on it -- even if it is a bit spooky. Happy Halloween!

S.

Coffee Morning Sydney

Coffee
Originally uploaded by E Welthorpe.

I must admit to feeling rather envious of those who live close enough to be able to make it to Russell's regular coffee mornings. So I was very pleased to be able to join up with a couple of other locals last Friday.

Blogging can be a very solitary activity ... especially in the early days when it is unclear whether anyone is reading your writing (and even then, when you think they are ... why are there no comments?). Also, in reading blogs, you begin to build up a sense of the writer without the blindness of meeting -- if you are careful, you can read between the lines, get a sense of their history and process of thinking and also see who they respect, admire or (even) dislike. In this way you are able to get a sense of who your blog buddies are before you meet them in person (and hey, sometimes we never get to meet).

It is interesting, that much of what passes for "authenticity" online, is directly based on never having met. I think it is something to do with the way that we listen/read blogs. It is also linked very closely with action -- we are judged not ONLY by what we say/write, but by the promises we make and whether we follow through on them. And on the web ... it is relatively easy to find out whether you DO as you SAY.

So actually turning up to a coffee morning can be more nerve wracking than making your first comment on Russell's blog. Well perhaps NOT nerve wracking ... but strange. To start with ... what do bloggers look like? Then ... what will we talk about? Will we all get along? What happens next? Will more people come next time?

As I said here, we did have a pretty good time ... some great conversation, some ideas ... a little of basic getting to know you. But there were a few suggestions that sounded really good -- like performance blogging (thanks to Sebastian) and the challenges of creative teamwork in Sydney (again thanks Sebastian).

NEXT WEEK (3 November) will be the next coffee morning in Sydney -- and all are invited to come along. This time I promise to take my own photos (and business cards). I think Vando nominated The Lounge in Milsons Point -- I will need to track it down and confirm.

Danger ahead

this dangerous curves sign is dangerously dirty LOLZ
Originally uploaded by Amanda Marie.

I have not used a street sign for a while ... and saw this and loved it.

There have been a few dangerous blog posts circulating over the past week -- merging the personal and political agendas of some of my favourite bloggers. Interestingly it has generated a LOT of discussion and debate ... and shown that we really are a passionate bunch.

It has been a great, exciting but quite exhausting week (see yesterday's post). I am sure that there is more to come ... and there is blog debt still to pay. Oh ... and I think I also owe Mike Sansone a big thank you for suggesting one of my posts for his Whistle Stop discussions.

CK among the pigeons

Cat among the pigeons
Originally uploaded by Dan65.

I knew it was going to be a busy day when went to get my Daily Fix and saw CK's featured post. My first thought was "how do I respond"? It was a passionate and strident article on the portrayal of women in the media and the effect it has on our body image. If you have not read it, I encourage you to do so!

Then I ventured over to CK's blog and found yet ANOTHER article laying it on the line -- this time about Darfur and the humanitarian crisis unfolding there. Oooh, I thought ... CK's on fire! Can my brain keep up?

I flipped back to The Fix ... but there was plenty in the post that I needed to digest. I wanted to wait and see what thoughts came up during the day. So then I went back later and there were some GREAT comments -- if you are reading the post, take some extra time to read the comments, because there are some excellent additional insights and personal anecdotes that help to illustrate exactly what CK is talking about.

One of the points that I really liked was Tim Jackson's comments on the challenges in changing behaviours and opinions:

I'm one of the biggest dreamers you'll ever encounter and even I don't believe we can change the world that much... but I'm still gonna try.

But it made me think ... if some of the best marketing and communications professionals around can't effect some change in areas that we consider important, then who can? Some of the best advertising and creative work I have seen has been done for pro bono clients ... and it seems to me that there is a DIRECT connection between passionate creative commitment to a cause and the quality of the work. The YouTube of this struck me like an axe.

Really, we need more of those axes. Great stuff, CK!

S.

Authentic Beauty

You have probably all seen this video by now ... it is getting massive play on YouTube. It shows how the standard processes that agencies use turn a "person" into a "model". Interestingly, the entire brand spirit/promise that has been articulated by Dove focuses around a sense of authenticity -- or reality. So how does this type of expose affect our viewing of the brand? I am guessing that it won't have a significant detrimental effect.

It reminds me of the difference between reality and performance -- where a performance is only understood by its audience as "real" when it is larger in articulation both physically and emotionally. Actors and performers also use techniques to appear "real" ... they over articulate words to make them sound clear, they extend their movements so that they appear "lifelike" and they apply makeup to help express emotion and engage with the audience. The importance is in articulating the story to your audience ... the telling is part technique and part art.

Thanks to Stan for the link.

Your Only As Famous As Your Last ...

streaking
Originally uploaded by Mr. Frog.

How do you browse the blogosphere? Are you a fan of RSS or do you prefer to read where the mouse takes you? Are you an A-List reader or do you restrict yourself to a topic of interest?

And if you are a blogger too, then how do you build your audience, generate traffic, link-in with others with whom you share an interest or passion? How do you become known as a player rather than a spectator? What is your strategy ... do you STREAK across a well-known field and take the consequences, or do you work away as one voice in the crowd?

I was thinking through all this as I read a great post today over at Ariel's blog. It made me ask myself ... is it true that NEW bloggers are only as good as their last post? Am I only as good as my last witty comment on someone else's blog?

It's funny in a way, this blogging lark. You can become obsessed by the number of comments and emails, site visits, statistics and entry and exit pages ... but there really is some value in looking through the details. I love the way that I get visits from all over the world, from cities and towns that I have never heard of before. I love the way comments appear out of nowhere. But I am equally interested in how people arrive here and where they have come from.

Because blog content is not necessarily accessed via a chronology ... the history or archive of your blog can be always present for any reader who happens to stumble upon you. So really you are only as famous as ANY post ... or only as famous as your BEST post. For example, I continue to get links through to this post even though it was written some time ago. Is it my best? I can't tell ... but it certainly works for some!

S.

Oh, and by the way ... fame is always relative.

Wear Your Heart on Your Chest

top 5 reasons why i am lame copy
Originally uploaded by I Heart Adam Brody.

The blogosphere is filled with lists. There are "top 5" lists, there are "top 10" lists. There the "best 3" lists and the "worst 3" lists. It seems that we are all destined to create list after list for our readers to stew over, comment on and discuss.

Most of the time these posts annoy me. I do not like the list. I am anti-list really (except when I need to organise myself). I think this comes from some strange desire to abolish lists and rules ... a last dash of anarchy in a world of order. But then I read this post by Russell Davies and it gave me a new perspective.

It seems that I have the list all wrong ... it is not trying to capture or define me, it is a way for me to define myself! Russell links to this GREAT site where you can order a T-shirt carrying your favourite list. Not only can you put your favourite Top 5 list on your blog, but you can now wear it as a T-shirt. So, if you are being truthful and dare to write a REAL Top 5 for your blog (you know, the kind where you TRUTHFULLY put forward a Top 5 that MATTERS to YOU) there is a chance to now wear your heart not on your sleeve, but on your chest. Cool!

So what would mine be? A little boring. Probably all about lists.

S

PS ... and if you read Russell's excellent post, I think Lego is cool ... but Bionicle is waaay cool.

Can You Stop, Can You Say No?

Caution, High speed trains
Originally uploaded by Lampy.

If you blog, as I do, for fun (for the stimulation and  the joy of engaging with people in a world of ideas), then it is easy to rant. It is easy to take shots at others. It is easy to stand on a soapbox and to put forth a PRINCIPLED and idealistic view of the world. As a modern day Descartes may say "I blog therefore I am".

BUT ... it is quite a different kettle of fish to blog professionally, or to blog on behalf of your company. I am not referring to those evangelists who help present a little human softness to the vast multinational corporations ... I am referring to those bloggers who write and maintain their blogs as an extension to their business. For these people the thoughts and ideas that they publish on their blog can both bring in new business or lose it. The authenticity that they seek and work towards in their ideation and their writing could be the very thing that keeps  potential clients away. Furthermore, this principled approach to authenticity can also cause a real work dilemma -- which clients do you accept, which do you turn away from, and how do you draw the line?

The Staufenbergers have recently been wresting with this challenge. The money was good but, in the end, they decided NOT to take on a project where the client was in a sector that they didn't want to work in. There are a couple of interesting points around this (and please go read the article):

• Standing by your principles costs you -- when you are a small agency/business this will cost you REAL money. If you have won the work, then you would have invested in the pitch ... and you may have foregone other work to do so. And that means it costs you DOUBLE.
• You feel childish -- when you decline work you start to doubt yourself. You feel childish and perhaps churlish. You wonder whether you are standing by your principles ... and can go so far as to question them, belittle them and begin to self-censor. AND all this happend BEFORE you call your client.
• Your feeling of wellness grows -- after you have answered the 100 questions asked by the voices in your head, and after you have spoken with your client, you begin to feel happy. Your sense of wellness grows and continues to strengthen almost immediately (and it lasts).

I must say, full marks to The Staufenbergers. Not only have they shown that it is important to make a personal and professional stand from time to time, but they also demonstrate a firm sense of their abilities -- if they did not think that they would have an impact on the people in the marketplace, then there would have been no dilemma.

Makes you wonder though, where would YOU draw the line?

S.

Ford Bold Moves

How hard is it to turn a company around? How difficult is it to re-set your strategy, make the hard decisions and then rally your team? How difficult is it to take advice from your customers about your products, services ... and even your staff? The folks over at Three Minds point towards Ford's Bold Moves website which aims to document just such a turnaround.

The company (or their agency) has done a pretty good job of setting up a lot of interactive elements ... but there is still the feint stench of control lurking in the background. I would have liked to have seen more "open" blog elements such as trackbacks and anonymous commenting. C'mon Ford, you can always use an approval cycle if you are worried about the comments. Also, it would be nice to be able to link through to those avid Ford fans ... just to see if they're real.

You see, telling an authentic story isn't just about YOU ... it is about your customers too.

Off to Taiwan

I am off to Taiwan tomorrow, first thing. Never been before, so it should be interesting. More to come, I am sure!

Face to Face Wins

Over the last ten years there have been some great advances in technology. We now have video conferencing straight from our desktops, video phone calls via 3G phones, realtime collaborative applications such as Campfire and instant messaging from YahooMSN. But it doesn't matter how much technology we throw at our customers, they all want to meet face to face.

Kathy Sierra talks about the way that seeing Radiohead live changed the way that her daughter, Skylar, views (and listens to) the Radiohead CDs in Kathy's collection. The product remains the same, but the experience of the product has changed profoundly. There has been a layering of experience, recognition and pleasure that has now been transferred onto the unchanged product -- meaning that one performance by Radiohead has changed NOT the product but the USERS.

I love this story. It reminds me of similar concerts by Nick Cave, The Go Betweens, Sonic Youth, Indigo Girls, Midnight Oil and many other bands that I attended years ago. All of these concerts made me re-listen to my CDs and records (yes, vinyl ... and I still have them!). On the other hand, a very poor concert by a much-loved REM made me relegate the CDs to the back of the cupboard.

Live performance can work both ways. It can transform and amaze and it can also disappoint.

When it comes to marketing and communication, we can spend a great deal of time and effort in developing a messaging strategy, implementing just the right design, crafting the copy and timing the delivery. And because I quite like writing, I can often become lazy, choosing to write an email over making a phone call. But sometimes, it is better to make a call and arrange a face to face meeting.

In fact, it is ALWAYS better to meet face to face for one simple reason -- the need to communicate. Communication does not happen in a vacuum ... there are a whole range of signals, moods, nuances etc that you send and receive during a conversation. These can be exceptionally subtle and may only be understood on a subconscious level -- I am sure we all have stories about finishing a meeting and exclaiming "that was a great meeting" -- but not have anything tangible to base this on (like a signature on a piece of paper). What we are reading in these instances are all the non-verbal cues, we are sensing the good will, the exuberance and positive energy that was exchanged. We are reading the PERFORMANCE of the meeting.

This is why face to face wins (see also this great post by Kathy Sierra). It is why a great performance by your favourite artist can change your perception. It is about giving more than 100 percent. It is about creating an authentic moment that can create the opportunity for change. Such a moment needs trust, commitment and open communication. It needs a human face.

S.

Where do you belong?

The question of "what is cool" has kept me thinking now for a couple of days ... and interestingly has begun popping up everywhere I look.

I was checking out John Moore's Brand Autopsy blog and saw some links through to Brains on Fire, so I thought I would mosey over and take a look. And sure enough, here it was again -- this time in the guise of "campaigns vs movements", referring to the difference between traditional advertising and word of mouth.

From my point of view, I was seeing that campaigns are cool, but movements are authentic. The campaign is aimed at someone (at me, or you) and it gives us something to talk about with friends, colleagues or other bloggers. But a movement is something that I am part of (or not) -- it requires a choice, an engagement, a position. A movement asks us to think about where we belong. It requires us to make an authentic decision.

Do you know where you belong?

S.

If that is "cool", then what is "way cool"?

OK, sorry ... two Russell posts in a row ... but he has me thinking again.

He asked a simple question -- what is "cool? -- and there are heaps of responses and comments. And many of the comments indicate the challenge of defining something that is transitory. What is cool today, afterall, is likely to be uninteresting tomorrow (or at least for a few years until it becomes retro).

But marketers the world over are interested in what is cool. It the next best thing to being authentic. But at the same time, it is sexier than being authentic, because there is a sense of anguish, of existential decay about "cool" that "authentic" simply avoids. All sounding a bit esoteric?

It reminds me of studying philosophy and also theatre. Where the two intersect is in the concept of "presence" -- the point for the actor where personal identity and performance identity fuse to create something that is far more powerful than 1+1. Even more confusing? Not really ... you know it when you see it -- think back on a performance of your favourite band or actor and there will be a turning point in your appreciation that corresponds with a moment of "presence". This is what gives you goosebumps. It is the moment that you clap or cheer unexpectedly. It is the moment that is not just about the message, the messenger or the audience, but about all three. THAT is what it means to be authentic. Being COOL is about telling the story about how YOU were there at that point and experienced it.

Hmm ... makes me think that COOL is about story and AUTHENTIC is about being. I'd love to know what Johnnie Moore thinks of this!?

S.

Have You Looked in the Mirror

Have you ever looked in the mirror and been surprised at the old person looking back at you? Is it just a male thing?
At his 60th birthday party, my father-in-law described this dilemma. He wonders every morning what happened to the face of the 18 year old who used to greet him while shaving. It is not that he feels all that different -- sure he has more knowledge and understanding of the world -- but his enthusiasm and excitement for each and every day has not waned.
Russell Davies has been asked to speak at a Youth Marketing conference. It is no surprise that he has been asked, considering his profile, expertise and insight ... yet he was struck by a similar paradox. He was "trying not to laugh at my own ridiculousness".
Yet it is PRECISELY this ability to laugh at himself, to view his position through the eyes of his audience (OK they will be marketers not "teens"), that makes his insight, writing and ideas so sought after. And that fact that he can generously share this with the world will make him ok in the eyes of today's young people ... they can smell a fake at 50 paces. The key is authenticity.
S.

TV Makes Me Feel Weird

Over the last five years a number of people that I studied with have begun appearing in the media. At first, these appearances were limited to "guest spots" or articles and so on, but they all seem to be consolidating their experience and expertise (hopefully we all are).

What makes this weird is that in seeing people that I once knew (very well), it sometimes makes me feel connected to them in the way that I once was. Tonight, for example, I was watching Adam Hills on Spicks and Specks. Now, I have not seen him for many years, but one of his trademarks as a comedian is his ability to authentically reach his audience ... and after a heavy day, it was strangely comforting to hear and see him on TV.

It made me think about how challenging it can be to remain authentic while working with a medium like TV. Part of the reason that I connect with Adam is through a shared history, which is now more to do with storytelling than with reality, but the same can be said for our relationships with other celebrities ... the more that they are in our homes, the more we feel emotionally engaged with them. And while this makes ME feel weird, I bet it makes the celebrities feel even weirder ... because of course, TV is a one way storytelling medium.

And even though it made me feel weird tonight ... it also made me feel kind of happy. Now THAT is weird.

S.

Googleidol - A pure form of flattery?

I remember a line from Anne of Green Gables about imitation being the purest form of flattery ... and it sprung to mind while viewing the contestants in Googleidol. Of course, what makes some of these stand out is the level of passion and intensity that is delivered in the performance of the clips. These gidols have embraced Seth Godin's funnel.
Interestingly though, we are also happy to blog, vote and refer our friends to these type of things. Content may be king, but our creative interpretation of content is also generating a strong and resonant echo of the original. So while we love the authentic, we also love the authentic reproduction.
Now that is something to think about!
S.

What's Authentic, the Experience or the Story?

Seth Godin starts a recent post by asking us a question -- "How much do you care about authenticity?". And a question is a great way to start because it draws you, the reader, into a dialogue. It makes you begin to formulate your response. And that response would be? A story, of course!

Of course, we all like to be "real" -- we all love being the first in a group to discover a new restaurant, some new music or even a new blog. But are we addicted to the fame of finding or are we truly interested in the process and act of discovery? (the question of course is ... does this post trackback to Seth Godin?)

Seth seems to like living on the left of the bell curve, a place that he calls the "Authentic Fringe". But as time marches on and the fashions of the alternative become the daily grind of the masses (think Grunge as pop and Nirvana as middle of the road), there is a blurring of those boundaries. And just as I rolled my eyes listening to my mother's music as a child, so too will my children roll theirs as I reach for the iPod to play another classic from Nick Cave.

But in the end, we like to mythologise our experiences. And at some point, the story takes over. After all, you can only have the experience once, but the story can be retold many times. And as our "real" memories fade, the stories become stronger, taking over from the experience. So while the experience may lead the charge, if it is not transformed into a lasting memory, both your story and your experience will fade.

S.