Get Shouty


the other side of our coin
August 23, 2019, 1:17 pm
Filed under: Experience, Get Friendly

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In the 6th century, a list of the seven deadly sins was officially outlined by Pope Gregory the Great, who reduced the original list of eight written by a respected monk named Evagrius the Solitary. The list was changed only slightly again in the 17th century, with the final list, which we still refer to today, composed of lust, avarice, gluttony, sloth, anger, greed, and pride.–

The Atlantic notes that seven years ago  in a soliloquy transcribed by The Wall Street JournalReid Hoffman suggested a comprehensive theory of social-network success.

“Social networks do best when they tap into one of the seven deadly sins,” the LinkedIn co-founder and venture capitalist said.

I do remember it all starting out quite differently. I was recently kicking through some of my archives and came across this piece from 2006: We are not alone

Mother Teresa spoke often about the effects of being lonely and the crushing poverty of spirit that is caused by feelings of being unwanted- so much much so that she called this ‘the leprosy of the West’. A recent international study claimed that more than a third of adults are lonely.

There’s alot of talk that screens are taking over face to face interaction, and that culture is suffering as a result. David Armano’s fantastic post We Are Not Alone. Life 2.0 puts forward the notion that the growing suite of web tools allows us, through creating and connecting, to find out that others like us exist.

There is a now a place where we can find that ‘we are not alone’ and more. Screen life, online life IS ‘real’ life. For many (and there are many- over 450,000 bloggers in Australia alone) our online time informs and inspires our terrestrial activities.

Examples of this range from the fabulous red paper clip story, to the spontaneous walkouts in high schools of over 40,000 students across California organised through individual myspace pages and to the popularity of acts like The Artic Monkeys and OKGo.

These stories, OUR stories, will only grow as we continue to contribute our time and energy to trying to connect with each other.

Myspace organised walkouts…wowsers…(the more things change the more they stay the same: https://www.schoolstrike4climate.com/ organises local walkouts through Facebook, a platform that wasn’t even available in Australia 13 years ago)

While I’m sure that humanity’s darker traits get more oxygen on social platforms that we’d like- there is light to be found. I wonder how useful it is to entirely demonise something that is only reflective of… well,  us.

Twitter gets a very notices, a a wrath filled echo chamber and for very good reasons.

My parry and repost:

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( Rob Campbell shared this with the line: “The most beautiful, loving – yet heart wrenchingly sad – story that you’ll read today. Especially the last 5 words.”)

Please explore this marvellous thread about sharing unsolicited poetry with crying strangers:

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The kindness will just kill you.



complexity and innovation
August 15, 2019, 10:44 am
Filed under: blast from the past, Experience

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Get Shouty

Some of the things I love, love, love about what I get to do for a day job are the opportunities to examine workplace cultures and develop ways to influence them to exhibit resilient positive outcomes.

It’s not a simple process, it’s not even complicated. It’s complex and sometimes chaotic. Mostly though where I start is Disorder.

I recently  got asked by my friend Matt Granfield to comment on what he put forward as an hypocritical action from a holding company about the contradictory behavior and promises of two of their brands, and did I see anything wrong with that.

I thought it was an interesting notion that we might hold advertising to greater standards of morals and ethics than we hold ourselves. I thought that it might be valid to ask if that was right.

In I tweet therefore I am, Peggy Orenstein shares her experiences:

Each Twitter…

View original post 437 more words



saying things vs making things
August 14, 2019, 10:21 am
Filed under: Experience, Innovation

I like this question. Very much.

See the video here (I’ve put quotes in italics)

A wonderful panel: The Barbarian Group’s CEO Benjamin Palmer sat down with Greg Clayman (Publisher of The Daily), Nick Parish (Editor of Contagious Magazine), Alli Mooney (Head of Trends and Insights at Google) and Henrik Werdelin (Founder of Prehype).
The topic on hand: Why is being able to turn creativity into something tangible and create from scratch a new imperative in advertising?
For me the notion of product development is much larger than apps and API’s.

Word and pictures aren’t enough  anymore…..we have to make something with a little more substance

Innovation comes from the making of new things (not just the ideation)

People still glorify campaigns- no P&L, no equity share for employees, no other ambition than to create a relationship with consumers- one of the reasons why these projects don’t hang around is when the campaign money runs out no one cares about them. They win their award …and then they’re off.   But if you try to create a business model and design sustainability (self sustaining)  into it-so when the money’s gone the project’s still there. It stops being a campaign and starts to be a product

It was when the panellists really turned away from campaigns and really talked about where products sit in the marketing mix that I think things got interesting:

You now have so many touchpoints- and so few companies have anything to say (or the time or the budget to create content for each of these)

-You need to go deeper into an organisation- and teach the receptionist how to deliver the brand

If products are an expression of utility, delight, innovation and bloody good design, I’d like to think the opportunities to ideate and create business cases to make a difference to everyone’s bottom line are endless for hungry agencies working with brands who are eager for growth ideas.



Safety spotlight
August 13, 2019, 10:34 am
Filed under: Experience

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This is a beautiful Twitter thread on leadership, found on the ever delightful swiss miss.

I like the tension and the glorious space for exploration in between notions of how how we turn up, and how we turn up for others.

I’m currently trying to create a deep rail to change the  “Today I have to…” conversation to “Today I get to….” The greatest thing I get to do is see ideas born and made by flowering talents. I want to build my focus to “just be present and be a spotlight for others” and let them know it’s their time on the stage and that it’s their time to shine.

The thread examines how this crafts safety in a team. While the hothouse of an agency doesn’t fight death on the line (or it shouldn’t: “It’s PR not ER!) I can’t help but hope that the approach can afford more breathing space to let ideas live. 

 



Signals in the noise
August 12, 2019, 10:57 am
Filed under: Digital Strategy, triangulation

The marketing discipline continues to evolve and has become a complex, rapidly changing, and noisy daily battle. Cutting through this noise and measuring the signals that matter is an increasingly difficult challenge.

I think measurement is about designing for success and then finding new ways to win.

The first question to ask is what counts?

Talking to Marketing Week, Catherine Newman, chief marketing officer for The Times and Sunday Times said

Mass reach is an obsession with people when it comes to digital and the internet,” , contending that it is better to reach 10,000 who have interacted with a brand and are like-minded rather than 1m people but not know who they are.

“It’s not useful to flood the market when it may be cheap but not effective,” she reasoned. “People have to question what metric they’re chasing…”

I came across this fabulous POV over Origami Logic.

(click for a larger version)

 Marketing signals — unlike traditional metrics or data — include multi-dimensional measures of quality and relevance to ensure they generate the best and most valuable insights. Additionally, calculations of KPIs specific to campaign objectives and categorization of performance by brand, country, product, etc., add context to the data and make results more relevant to the business. Finally, marketing signals blend science (numbers and metrics) with art (creative, copy, metadata, and strategy) to comprehensively illustrate what is working.

Simply put, marketing signals go beyond representing results. They reach further, bridging the gap between raw data and insights, allowing marketers to gain immediate and clear direction on where opportunities lie and how to further improve results.

I’m liking the the notion of signal over score, of engagement over impression and fundamentally of objective over everything.

I love to do what counts first and then count what we do.



A plan for planning
August 9, 2019, 12:01 pm
Filed under: Experience, passion, triangulation
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Found a gorgeous planning and strategy scrap book yesterday that is full of perspective tools and truthyness.
Like this:
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You can see and download it from here : The Strategy and Planning Scrap Book
Made me think of some other  resources I have in the cupboard…
Online Courses

Events

Growth Program


Nashing bequeath
August 8, 2019, 10:37 am
Filed under: Great Stuff

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I was fortunate enough to be in a creative session to hear a manifesto of an idea that literally gave me goosebumps.

It made me think of this:

“The truth of a thing is in the feel of it, not in the think of it.”
— Stanley Kubrick

I just love the simplicity and the power of a poem, the ‘feel of it’ of a manifesto.

It really is all rather fetching