Enlightened Conflict

morons

March 16th, 2013

“All morons hate it when you call them a moron.” - Holden Caulfield <Catcher in the Rye>

Ok.

Morons is a harsh word and a harsh concept …but let’s face it … most of us have experienced that maddening discussion where we explain that seemingly simple concept … or that seemingly simple common sense point of view to someone … and not only can they not grasp it but may actually argue a completely moronic point of view that flies in the face of <1> facts, <2> truth, or maybe even <3> common sense.

In fact … during the discussion we may even try several different approaches to the idea, using every metaphor <or parable or analogy> within reach to throw into the discussion that we think the person should reasonably be capable of following.

In the end … sometimes we succeed … mostly we fail … and always it is painful <to us> and obviously moronic <to us>.

It is here I will bring up the idea of intelligence <despite the fact it may sound odd in a rant on morons>.

First. Just to set the groundwork … most everyday functions of modern life require an IQ of around 90.

Those functions include driving a car, mailing a letter, paying bills and making a bank deposit.

The more specialized the function, the more intricate, the higher the level of intelligence necessary.

Second. I am not using the term ‘moron’ as a classification of any mental deficiency despite the fact that technically ‘moron’ translates to denoting a mild mental deficiency. I am going to suggest being a moron denotes a certain deficiency … but not a mental one.

Therefore <here is where I link intelligence and the topic of morons> we can dispense with the idea that morons are stupid or have a lack of intelligence.

The deficiency within morons, or being moronic, has nothing to do with intelligence <or at least IQ>. Most have IQs at or above 90 <I made that up but I tend to believe it>.

Let me take it one step further. You cannot be a moron unless you actually are intelligent.

Because morons are actually people who have intelligence … but they waste it.

Either by using it <their intelligence> poorly or misusing it or not even using it at all.

Wow.

Bet you didn’t think I was going to head down that path, did ya?

Morons are actually intelligent? Yup. Morons are simply purposefully ignorant … but they are smart.

Uh oh.

That means morons are as intelligent as you and I <okay … maybe at least me … you are probably smarter and this is simply my issue>.

All that said … it suggests that the moronic issue resides elsewhere than intelligence.

Robert Heinlein said that stupidity characteristics <or characteristics of morons> are actually tied to ignorance <so I am going to steal that idea because I agree with Bob>.

He suggests that stupidity cannot be cured using money, remedial education or some governmental edict because inevitably it resides within a different reason … a purposeful or intentional ignorance.

Purposeful. Hmmmmmmmmmmmmmm … This means that morons actually know something to be wrong with themselves <it may be subconscious but they somewhere within they understand> … they are intelligent enough to understand … and, yet, rather than correct themselves and abandon that ‘something’ … they practice intentional ignorance clinging to that ‘thing’ and inevitably insist that they are right and everyone else is wrong.

And this is where morons are dangerous.

Very very dangerous.

“Because, fanaticism and ignorance is forever busy, and needs feeding. And soon, your Honor, with banners flying and drums beating, we’ll be marching backward, backward, to those glorious ages of the 16th century, when bigots burned the man who dared bring enlightenment and intelligence to the human mind.” – Clarence Darrow <Inherit the wind>

Morons march backwards. Busily marching themselves and trying to herd the rest of us backwards to some glorious age.

It is a Life truth that fanaticism & ignorance is forever busy <and a busybody>.

I fully understand that this fanaticism and ignorance is impossible to extinguish. But that doesn’t mean it should be tolerated. Particularly if it is actually harmful.

Regardless. Tolerance is an acceptance of the morons.

And with this acceptance, albeit grudging acceptance, the morons simply see it as permission to be moronic and they gladly step up <in their forever busy way of theirs> and do harm.

Harm in the form of stopping <or even reversal> of progress … harm in marching us backwards.

Or they teach and promote falsehoods to others <others including children which is disturbing> with the hope that this younger generation will grow up and can possibly march us backwards.

All this translates into a lot of time and effort and energy lost as ignorance and its byproducts step up and suck time & energy from progress.

Ok. A Bruce thought.

I believe we can no longer afford the luxury of moronic ignorance or tolerate the presence of morons. Tolerating them leads to the creation of a sense that this moronic ignorance actually equals some sort of knowledge <which then makes them some sort of “knowledgeable person” and you know where that leads … ‘trouble in River City’ to quote The Music Man>.

“<there is a> … false notion that my ignorance is just as good as your knowledge.” ― Isaac Asimov

Morons are wily. They have the notion that their smarts, combined with their purposeful ignorance, is just as good as real unfiltered knowledge.

This is tiring to deal with.

In fact … if you find yourself surrounded by morons, rather than just shake your head, you have to purposefully accept the challenge to deal with their moronic thinking with the knowledge that they actually have the intelligence to be non-moronic <but actually choose to be moronic>. Wow. Just typing that made my head hurt.

It would take a monumental effort to create the unlikely evolutionary change where morons become extinct <that may be an unattainable objective but it is certainly an admirable objective>.

And it will take your best monumental effort to deal with a moron because there are instances where the lines are blurred and where argument and debate and discussion regarding two sides of an issue are actually warranted.

But.

You should seek solace in that there are also issues where right is right … and wrong is wrong … and anyone who argues it looks like the guy who believes Yoda exists somewhere and The Force can be attained with focus & practice.

Oh.

And here is where morons really thrive.

Numbers & science & studies & statistics <oh my>.

Science is smart and science is stupid.

Both are true and there could be studies done to prove it.

One of the smart/stupid things about science is something called the ubiquitous study. They are excellent scientific research formats but while all studies <and most research in general> are interesting … they do not reveal eternal, all-encompassing truths.

They simply provide a glimpse into one small, carefully cordoned off area of interest. Extrapolations from the data are based on statistics and therefore do not necessarily apply to everyone and everything.

I say that because it seems like we find comfort worshiping at the altar of the ‘numbers’.

All of us seem to be considering study results and numbers to be the indisputable truth.

What a fantasy.

But it is often a fantasy land morons live, eat & drink in <and thrive in like a bacteria in a petri dish>>. Numbers are their friends and constant companions.

Morons thrive on the isolated statistic. A random factoid or piece of information that has no context nor admits it has Truth only within a limited set of circumstances. And they win a shitload of debates using this technique. How does all this happen?

Well. It sounds simplistic … but I believe we allow it to happen for a couple of reasons … first is a well intentioned but subverted belief in freedom of speech. Subverted because inevitably it is often simply ‘freedom of opinion’ these days. Secondly … ‘opinion’ forces us all to seek something tangible in which to reach some conclusion … therefore we seek statistics or numbers to identify truth <and isolate something we can all agree on>.

And numbers do not necessarily translate into Truth. Especially isolated non-contextual numbers.

In the end we seem to be damned by a society that has ingrained in us this strange belief that because we encourage freedom of speech and freedom of thought … that all ideas deserve respect and consideration that no one individual <or idea> is “better” or more “worthy” of consideration than any other.

What a bunch of bullhockey.

This has created an environment in which any moronic idea can hover around like an aggravating gnat as legitimate idea.

It is crazy.

A moron is a moron.

A moronic idea is a moronic idea.

It is time that we learned to have the balls <or spine if you are a woman> to call out the morons.

Morons don’t like to be called morons.

Why?

Because they are frickin’ intelligent enough to know better than skate by on shallow feelings and beliefs.

And all the while you must swim in the shallow end of the intellectual debate to debate with them … you must be careful of your own ignorance more than theirs … because purposeful ignorance does have a sneaky way of creeping up on you. What I mean is that it is easier to be a moron than to not be a moron. It takes less work, intellectually and curiosity, to maintain an ignorant point of view than it takes to not only grow personally but to actually help a moron grow <which is a quite taxing job>. Frankly it is just easier to quit debating than to take on a moron. I imagine it becomes a test of character.

Regardless. I imagine in the end that is my point <the test morons give us day in and day out>.

Morons are morons because they are smart enough to engage in purposeful ignorance.

To be ignorant on purpose?

Yikes.

You would have to be a moron.

But. In the end … morons hate to be called morons simply because they are smart enough to know they could do, and be, better. Even morons know somewhere under their purposeful ignorance they should be better than what they are. I imagine the only way to beat morons is to actually get them to face that fact.

Wow. There is a tough job. But. We cannot let the morons win. Purposeful ignorance is a disease. A disease that can affect entire civilizations & cultures. That thought makes it scary to even think about tolerating the moron.

shopper behavior farmers markets

July 6th, 2012

Well. I have a farmers market near me. But I don’t go often. Yet, whenever I do go, I immediately think “I should come here more often.”

I love shopping at a Framers Market.

I must be in a minority (oh … but in the majority at the same time).

These are US numbers so it may be different elsewhere.

Only about 2% of people say they use a Farmers Market as their primary shop location.

And about 37% say it is a secondary shop location.

Oh. And about 61% of people visit a Farmers Market at least once annually.

Ok.

What that means is … well … 2 things …

(this is a guess) the majority of the shoppers are thinking “this is awesome . I should shop here more often”, and
(this is factual) that as you wander into a framers market (at least in the USA) about 2/3rds of the people you see wandering around in front of you are not regular shoppers.

I struggle to think of such an odd contradiction elsewhere between attitude <extremely positive> and behavior <lack of active action despite such a huge positive attitude>.

Anyway. What it really means is that about 2/3rds of the shoppers are driven by impulse shopping.

And let me tell ya right here and now … if you doubt that the senses drive shopping behavior than you have not been to a farmer’s market lately <and you should go>.

Spices, seafood, cheeses, fresh vegetables, flowers … the smells are almost overwhelming … in a good way. And it all affects what you thought you would buy versus what you actually will buy. You may plan on buying some core items, or possibly have some items on your ‘I want to find’ list but your basket at checkout has significantly more items and a significant portion of unplanned <impulse> items.

Research shows the number one reason why people go to a Farmers Market is food quality (safety from food borne illness a relatively close second … which I have no clue what that means).

The least important factors were availability of pesticide-free and hormone-free food products and ability to do one stop shopping <the first two kind of surprised me a little and the last didn’t … although given real shopping behavior – the fact most people shop several places – I am not sure the last really matters>.

Interestingly, at least to me, in research the typical shopper seems to skew older (mean age about 46 years old). Maybe I should have known that but my perception was it would be a little lower.

Regardless. I did find some of this really interesting.

Among shoppers surveyed:

• 75% came to market to do more than shop. <so … it is an experience>

• 55% felt the market increased their connection to the community.

• 99% believed the market improves the health of the community <people feel good having one around>.

• 53% believed the market improves perceptions of the neighborhood.

Reasons shoppers came to the market other than to shop include, not surprisingly, “to eat,” “the market atmosphere,” convenience, the desire to support local growers, the appeal of low-cost organic produce, and as a social place to meet and be with others.

Shoppers made comments such as:

• “I wouldn’t come to the area without it.”

• “I feel more comfortable, less intimidated at the market.”

• “I see people I didn’t know existed.”

• “My blood pressure went from 220 to 140!”

Among the findings, there are several worth noting:

• 74% of adults were introduced to new foods at the market <Farmers Markets improve consumers’ food knowledge>.

• 34% of adults described how they shop less often at grocery stores since becoming farmers market shoppers. These responses seem to suggest that the market triggers behavioral change in consumers <the research company theorizes that market shoppers evolve. Over time, they grow more confident in their food choices; ask more questions from other shoppers, chefs, and farmers; and begin to reorient their consumption habits around the seasonality of local foods>.

All the research aside … the social aspect of Farmers Markets is powerful. It is relaxing and social. When is the last time you have ever heard that about grocery shopping being “relaxing, lowering blood pressure or social”?

Oh. And, oddly, it may also be the strongest factor more people do NOT use Farmer’s Markets more often. Huh? Most people like to be social sometimes <on their own terms>… and more importantly they don’t want to ‘think’ grocery shopping is going to take long before going (but are more than willing to make it longer once there). All that means is that people love Farmers Markets. They associate ‘more time’ before they even go and that creates a barrier … even though if we actually decide to suck it up and go … we actually like the time spent.

Oh. We wacky people. I wonder if we ever stop thinking long enough to actually enjoy the things we want to enjoy. Well. If we ever do? Farmers Markets will be bulging with people.

Me? I am going to think less and go more.

pixie geldof

July 2nd, 2012

I wanted to write this mostly because I don’t know anyone named Pixie and I think it is kind of a cool name <and, of course, I like obscure music>.

Regardless.

This post begins with the belief that I imagine being the son or daughter of a famous person has its challenges <beyond having some unique names>.

Pixie Geldof is the youngest daughter of <Sir> Bob Geldof (of Boomtown Rats & We are the World fame) and she is in a band called Violet.

Me, being in America, had never heard of Pixie but apparently she, and her sister Peaches, are two of the most, if not reviled, then certainly mocked young ladies in all of London (nice quote to include).

A British writer said this:

Reviled. And do you know what? We can’t remember why. Yes, she’s a socialite and a bit of a latter-day sloane, a model with pretensions towards being a rock chick in the really old-fashioned sense best embodied by her late mother. But none of that merits ostracising her for all eternity, surely? Besides, if all Geldof was seeking was some credibility and the validation of her peers, she’s going about it the right way. Violet – named after the opening track from the 1994 album Live Through This by Hole, her heroine Courtney Love’s band – are making some very lovely music indeed. We’ve only heard the two tracks on their debut single, Y.O.U./I Come Undone, but they are enough to make you want to check them out

Anyway.

It made me all want to check out this song. Someone called it “lo fi grunge odyssey.” I actually suggest that the song is actually pretty good … not strikingly original but certainly listenable.

Y.O.U.: http://oystermag.com/listen-y-o-u-by-pixie-geldof

And a bonus of Pixie … singing lead for Violet:

I come Undone (Violet): http://www.youtube.com/watch?v=FLWRtl1OPEU

I actually like to find these little stories. Mostly because not only is being a child of a famous person difficult but actually stepping into a similar career has to be brutal. The comparisons and second guessing and back room bitching has to be grueling. It would be silly of me to suggest that each person should be judged solely on their own merits because … well … that isn’t realistic.

Look. I don’t know if there are musical talent “genes” that get passed along because … well … for every miserable excuse of a musical sibling … there is also a glowing example of success. But it is nice to see some of a parent’s talent passed along to another generation.

Anyway. Enough of that.

Who knows whether Pixie will do anything else worth a shit but this was fun to listen to.

unfortunate timing affects credibility

June 16th, 2012

So.

Using a paid spokesperson is tricky. You can not be stupid about it <that is a big deal … because companies get stupid when they pull out their wallets to pay for some spokespeople> … you can even find someone who fits well … and even find someone who will not embarrass you <the company, the brand, the product> and then … well … some unfortunate timing occurs.

An example.

Toyota just featured Grace Potter for one of their smaller more economical models. She is from Vermont. She seems practical and down to earth and when you saw her with the Toyota it really wasn’t a stretch to believe it. And I thought it was a good choice.

And Toyota, being a savvy marketer, placed the television advertisement in the new VH1 Storytellers featuring Grace Potter and the Nocturnals. That was a good choice. Ok. Actually awesome use of compatible editorial environment.

Oh. Oops. Here is the unfortunate timing … during the storyteller portion of the show Grace had just finished a delightful story about how she took off in her car for 4 or 5 days driving back roads trying to unlock writer’s block. Unfortunately she said “I took my car … a Fiat … and just drove.”

Is it a big deal? Heck. I am probably one of a dozen people who noticed it <consciously at least>. There are probably a few more who subconsciously knew something was wrong and it just felt like a disconnect for some reason. But. Here is the deal. If you are gonna pay the bucks to have a paid spokesperson you gotta have some of the details under control … or … well … its just not worth paying the bucks.

Was it unfortunate? Yup. Was it avoidable? Yup. Was it bad for credibility? Yup.

but how about?

June 11th, 2012

Ok.

This post is a cross between an observation and a rant.

The observation: How often businesses get trapped in the “but how about?” type discussions. Note. “But how about this?” is just another version of “why shouldn’t we build/service/do this?”

The rant: It is amazing how often the question is generated by one of two things:

1. A new trend or fad or publicized widget need that someone in a flash of brilliance says “hey we can do that!”

… or

2. It is available as an opportunity with the appearance of possible sales (possible profits but that is another discussion that still amazes me).

Well. Point 1 is particularly dangerous because chasing trends/fads is like chasing the Roadrunner <and you are Wile Coyote>. You won’t catch it. oh. And if you do, your plan won’t most likely work anyway.

Point 2 is particularly complex because product extensions, innovations and a whole mess of internal twister-like maneuvers shouldn’t <in general> be dictated by external stimulus.

Regardless. Constantly bringing up the question is wasted energy <the majority of the time>.

Here is the core issue at hand.

Too often businesses struggle to find their sense of self. And it’s kind of nuts because, with regard to this discussion, business is actually pretty easy.

Decide who you are and what you are good at.

Oh. And that doesn’t mean saying “we are a nice company with values and we are good at everything.”

My main issue with this topic is that if I can set up guardrails, or, at minimum, recognize that direction guardrails are important, why can’t businesses? Its nuts.

Look. I am going to use myself as an example because, as noted above, I don’t easily deal with guardrails … I often find them constricting.

Yet. I get paid more often than not for simply saying “no” to “how about?” Yeah. I get paid to stay within guardrails <go figure>. And I am not smarter than the average bear (yogi bear reference).

Look.

My strength is identifying and creating creative solutions to challenges-problems. I can do it in my sleep. Any time. Any business. Any where.

What that means is my weakness is staying the course – staying on mission-vision-whatever you want to call it. (Note: sorry folks. No one is strong at everything. If you have a strength identify it and you can always identify the related weakness. Don’t worry. You can always compensate for it. ). I envision, using hindsight, that because that was my strength when I was younger I probably went out of my way to create challenges/problems to solve (which most likely drove some of my groups nuts). This didn’t mean I created work … but rather sifted through a lot to uncover a ‘situation/problem’ to solve. Probably out of dumb luck I created some viable issues to pursue and inevitably my groups were known for proactive innovative thinking (hey…I found the silver lining).

Anyway. In recognizing my weakness I compensate by having a strong process for identifying the core positioning-mission-core competency. By doing that I can leave my strength – solving this issue – unfettered. It revolves around the process but the solution is not driven by the process. Now. My process may allow a little more latitude than some others (think of it as designing a five lane autobahn versus a one lane drag race track) but it sets up guardrails.

And that is what is frustrating.

Because, once again, I can set up guardrails, or, at minimum, recognize that direction guardrails are important, why can’t businesses? <fill in your own answer here because I don’t have one>.

And then because businesses cannot figure out this sense of self then some brand-voodoo-magicians <i.e., consultants> come along and use sleight of hand bullshit that only confuses businesses.

Thought for everyone. Don’t be confused. It is simple.

A company owns its character, core competency and crap they sell. Consumer owns the brand. Therefore as a business you focus on what you can control. It’s the guardrail thing I mentioned. I promise companies if they stay within their guardrails that buyers will inevitably forge a brand that is within the guardrails. And dealing with “how abouts?” becomes incredibly easy because while some bonehead is presenting a whizbang prezi presentation (with augmented reality to really wow you) outlining all the sales reasons a company should do something it comes down to the guardrails. Because (and I have told dozens of companies this – albeit some listen and some don’t) if the dollars and cents reside outside the guardrails it becomes a gamble. It becomes the Kentucky derby of business decisions. Which sucks because most companies don’t breed racing horses.

Anyway. Having been around the block a couple of times here is why I believe a sense of self keeps getting missed:

1. Lazy thinking. “We are good with retail business” is a prime example. Lazy, lazy, lazy thinking. Because not all retail is the same. A franchise retail is different than a corporate retail. A grocer retail is very different from a cellular retail. A one location retail is different from a 1500 location retail. The list goes on. Anyone can select a big bucket to sit your ass in … and it is a waste of time in terms of actually being meaningful in terms of truly understanding your ‘self.’

2. Everything to everyone. Well. Ok. Not trying to be everything, but rather in self reflection believing you are capable of everything. This is the infamous “We can figure it out when it happens. We always have.” Yeah. Well. Maybe. But probably not. The truth is if you really really think about it the business is actually good at something. There is something within the shit you pulled off (sometimes by the hair on your chinny chin chin) that provides a commonality that you should invest the time in figuring out.

Yup. It will actually help you do better in the future. And will help you hire better people (ok … it just may make you better at hiring the right people).

3. “I am going to miss something” (or the “moving sense of self” syndrome). Uh oh. As soon as you put a stake in the ground … it means someone will not want to plant themselves next to you on that ground. Why? They may not realize it immediately but the more they review the landscape they realize that they don’t want to plant their butts there. <Hint: that is okay.>

Next. A fact: it bugs the shit out of the ‘stake placer’ to be spurned (even if it is a bad match). As soon as spurning happens this company wants to pull up its stake and run around looking for a place to put the stake that would be appealing to the ‘spurner’ (i.e., for that one business opportunity).

The conclusion: Just put the stake thru your heart (or thru whomever cannot stay with the original good thought).

Ok. And beyond the silly business misdirection I imagine it, at its worst, could come down to 2 things (primarily):

- not defining the guardrails in the first place

- not believing in the guardrails that were established.

Both are quite solvable but that’s not what this post is about. It’s about the fact that the majority of businesses fall into 1 or 2 and invest a shitload of energy in “how about?”

So … how about this?

That’s stupid.

In the end.

Beyond the stupidity comment … I could start a ‘who’s who’ list of companies who seemingly get seduced into discussing dreams or what ifs with regard to who they are <as a company> rather than insuring they know what they do and who they currently are. It is not only wasted energy but, even more importantly, potentially disastrous.

Oh. And please do not confuse this questioning with “whats next?’ because that question is usually a reflection of someone who is standing on some solid “this is who I am and what I do well” discussing what they want to do next.

By the way … advertising agencies are the absolute worst offenders of this issue … but … I am amazed on how many of all businesses fall into this discussion category.

Oh. The profit thing. I usually cut to the chase pretty fast on this one. Yes. Someone certainly knows how to make money on ‘x’ because they are doing it (and it appears they are making money). No. That does not mean we know how to do it and make money. There are a lot of business people who just say “we will figure it out if we actually get the opportunity.”. Well it doesn’t work that way. Or. Maybe better said it is more difficult than that simplistic point of view. Some things can be figured out (some not). Some things can be figured out but take time to do so (and what do you do in the interim?). But. A company needs to figure it out. A wise man once said this:

“Most agencies are in the same boat — from big ones to two man shops. They’re in it for the money and they’re scared. Scared the client’s going to walk. And because they are afraid they compromise their principles. They are so scared of losing the business they give the customer what they think they want rather than what they know he needs. And sometimes it works — for a while. But in the end it always backfires. You lose the business anyway and you wake up one day to find you’re a prostitute. So, in the end, stick to your principles. ‘to thine ownself be true.’ 0ver 200 years old but still good advice.” – Stephen Hawley Martin (founder of The Martin Agency)

Ok.

Just to be sure my rant wasn’t too far off base I did find a study from Prophet <who I sometimes respect>.

New Prophet Study: Execs Understand That Customer Engagement Is Pressuring Brands To Perform Better — But Many Don’t Think Their Marketers Can Handle the Challenge

“The majority (55 percent) of participating senior executives in general management and marketing said that supporting business growth through a well-differentiated and relevant brand positioning was their most pressing concern,” said Mike Leiser, Prophet senior partner.

Targeting customers in this environment is problematic; three-fourths of respondents said they’re not doing it effectively. Over 90 percent are targeting more than one segment, and over half of these do so with multiple positionings of a single brand. Importantly, however, those multiple positionings are similar – what’s different among most in this group are the tactics used in bring them to life.

“Adjusting to this changing landscape will be a process,” Leiser said. “Our findings show that marketers must adapt a more visionary orientation to more effectively guide their organizations through it.”

So.

Gosh. Maybe I am not as dumb as I look.

when down is up

February 13th, 2012

Ok.

Some times I believe economists and marketing people take the same voodoo math classes (assuming they actually take math). What do mean? Somehow through voodoo math they can both show everyone that down is up. No shit. Really. Down isn’t down … it is really up (if only my bank balance could implement that math).

Examples.

Unemployment is down this month (but its still up versus a year ago).

Sales are down (but it’s up versus the rest of the category).

WTF.

So let me stick with business.

Let’s be clear.

When is down, well, up?

(Answer to that question)

NEVER.

Down is down.

Down is bad.

Down is never the objective.

If i hear one more time “… well Mr. Giraffeney, it’s a tough economy right now. The category is trending downward at 11%, but we are only down 5%. So we are doing well in a tough category. In fact … <insert pregnant pause here> … we are actually up when you look it that way.”

Hmmmmmmmmmmmmmmmmmmm …

(Mr. Giraffeney after a minute or so) “So our sales are down … but not really down? I love it!”

What a load of bullshit.

To me negative is down.

And bad (because it isn’t up).

To be fair it is easy to talk your way into the down but not really down rabbit hole of economic unreality (in fact … I say hanging my head sheepishly … I have done it myself years ago).

It is extremely easy to justify ‘down but not down’ by saying if people aren’t spending, it must be ok that they are not spending with us. And that if times are tight than that must be the reason they don’t value our brand as much (or any brand).

Anyway.

It may be easy to fall into this double speak but it is bullshit.

Here is something to chew on.

Business is out there. People are buying stuff. and there are plenty of people buying stuff.

Yeah. Even today.

Plenty of companies are gaining market share and there are a boatload of profitable companies (flush with cash by the way). And there are a lot of companies with increased sales.

We have an extremely robustly sized eceonomy out there my friends.

I say all this because it can be easy to justify doing what you are doing a variety of ways … and saying down isn’t really down is a way a lot of people do so.

Stop. Just stop.

Up is attainable.

You may just have to be a little smarter to get it.

“Smarter” almost always resides in appealing to consumer needs without losing sight of the fact you have to make money … profit. You cannot (and should not) discount your way to success. That path is a very slippery slope not only from consumer attitudes perspective (defining how they value you) but it is also puts a massive strain on profitability (which impacts the organization like a bad ripple effect).

You have to be smart and insightful with how you talk with people you want to buy your stuff. Maybe you need to seek a new role, or a differently defined role, that is more vital and easier for consumers to rationalize. And, god forbid, tell the truth & have something worth paying for.

Here is a fact.

People will spend against need – real or perceived.

They also search for value, but that doesn’t mean people will not spend premiums for quality. Or spend more money for a perceived need (which is actually a “want” instead if I was going to be technical with myself).

Look at SUVs, Starbucks, Apple and Whole Foods markets.

All doing quite well thank you very much.

This is simply finding growth under pressure.

Persistent sales stagnation is most likely a reflection of how people perceive needing what you have to offer more likely than it is “the economy.”

(sorry to burst anyone’s excuse bubble with that).

Businesses need to face the fact that the economy’s growth is going to be minimal at best …with the risk of another sharp downturn very real … and quit whining and go out and find a way to grow.

Businesses must not stop their quest for growth even in ‘bad times’ nor should they stop their quest under the guise that ‘well we were down .. but not really.’

Here is one thing I can promise you about growth companies.

In every case, there are a group of people (and I mean both business side people and advertising/marketing agency people) behind that company & brand that see things not just as they are, but as they could be.

And then they go out and get it.

No excuses.

So.

I guess I wrote this to warn people about people who stand up and say “we had a good year … we are not down as much as everyone else or the category.”

Down is never up.

And, by the way, up is attainable.

Even today.

facts and creation

January 23rd, 2012

“Without the hard little bits of marble which are called ‘facts’ or ‘data’ one cannot compose a mosaic; what matters, however, are not so much the individual bits, but the successive patterns into which you arrange them, then break them up and rearrange them.” - The Act of Creation

I find it tragic to watch bright, energetic youth become lethargic and uninspired in the workplace.

Yes. Tragic. Because it is such a waste of not only mindpower but, well, will power. And it is also tragic to the work company because lethargy does not lead to ideas/ideation/creative thinking.

To me? The real problem lies with the older folk (in manager positions) who seem to lack a comprehensive relevant view of learning. Or maybe better said … they have an archaic way of viewing the way it should be done.

There are a lot of leaders (management whatever you want to call them) who appear to be guilty of classifying learning as being a difficult and frustrating experience.

This is in combination with the fact they also tend to have odd views on ‘how to make it fun.’ Oh. And to complete that thought … they have a belief that they have to ‘make it fun’ because learning is difficult/frustrating. Therefore it is a flawed belief system.

Look.

Creative thinking and innovation does not arise out of a vacuum but must be supported by a culture that encourages people to experiment. To experiment with facts, with ideas and products. With the hard little bits of marble as it were.

Original thinking and new ideas has to be nurtured and rearranged in successive patterns … not destroyed and scattered.

We can all encourage creativity by helping young people learn to assess the bits of marble and take intellectual risks in their work & ideation. Does this have to be “made” fun? Nope. And it is, frankly, silly to think it has to be.

Instead this is like providing a spark to combustible matter. I am not suggesting it should be painful but rather fun is slightly less relevant than providing the inspiration to learn and become engaged.

Ultimately I don’t believe management should teach people how to create ideas.

The goal should be to prepare young people to be competent and original in their thinking.

Do that and they will create mosaics like you have never seen before.

Oh.

And in successive patterns.

(by the way … that is a good thing)

hope, low prices & marketing (part 1)

August 22nd, 2011

ok.

Working in the marketing business I often find myself in some heated debates about whether advertising & marketing is “selling” (or it is often stated “oh, so you are in sales”).

Here is the answer.

It’s not sales. It may not even be selling (in the traditional sense).

Sure.

Ultimately marketing & advertising wants to “sell stuff” but the craft of communications itself is not about selling.

Or convincing.

Or persuading (in some weird and creepy way) someone to do something they don’t want to really do.

Is it about “persuading” in the sense I want someone to “choose me!” to be on their wallet team? Sure.

Is it about persuading someone through some trickery to buy or do something that is bad for them? Nope.

Because in the end It is really about attitudes (creating or aligning to a ‘truth’ – a real truth not a made up one) and behavior (understanding why someone does something they do and inserting a choice into their existing behavior … and sometimes modifying that behavior if you can truly offer something better for them as an alternative).

So marketing & advertising is really about informing so someone can make a choice – whatever is the best choice for them.

Therefore. Marketing & advertising is not in the selling business.

It is in the choice business.

And while choices have dollars & cents attached to them and features & benefits and all that truly functional crap … a person’s final choice preference is never any of those things.

A choice may be made based on them (that truly functional crap) but typically it is only made that way for lack of an alternative.

And that is why communicating “choice” is an art. Because communicating choice is about education and emotion and, well, hope.

Because the bottom line is that people want to make the choice that gives them the most hope.

Now.

That may sound hopelessly lofty but its not. In fact it is what marketing & advertsing & frankly just about any consumer business is all about.

We are in the hope business.

Hope of something (it doesn’t have to be some big audacious hope … sometimes it can just simply be some small glimmer of hope in an otherwise hopeless day).

Yes.

This is truth (and some businesses may cry & weep & gnash their teeth … I just wanted to type gnash).

People don’t really want cheaper prices.

People don’t really want better technology.

People don’t really want faster answers.

People don’t really want more time.

People don’t cooler features or more flashing widgets.

People even don’t really want more money at the end of the month.

None of that really matters to customers.

They want hope.

They want to know that they are going to be ok.

And they want to know that it can get better for themselves.

In a world where natural disasters wipe away lives in a second and leaders make decisions that take billions of dollars from hard working saving & investing people the only thing people can truly hold onto is a belief of something better.

Yet.

In our ROI-driven marketing world we not only seem content to pretend that a “faster, cheaper, better” is what people want but we also relentlessly pursue ineffective marketing communicatiosn initiatives expounding upon a litany of usefless features and functional doo-dads.

And we are wrong. Dead wrong.

People want hope.

In a lot of ways ‘the people’ are no different than you & I (because oddly enough we are people also).

They want to be listened to.

They don’t want to be lied to.

They don’t want you to talk over them.

They want you to validate their concerns.

They want their questions answered.

They don’t want you to ignore them.

They want you to inspire them.

They don’t want a sales pitch.

They don’t want you to be annoying.

They don’t want to hear about you.

They do want a distraction from real life.

They don’t want to be pressured.

They want to know that you have problems too.

They want a consistent partner.

They don’t want you to fake it.

They want truth in answers (the first time & every time).

They don’t want you to tell them what they want to hear.

They want to feel like you care.

They want you to hear what they aren’t saying.

And most importantly …

They want more than what they have (not materialistically but “happinesswise”)

They want more than what they expect (not just functionally but in life)

They want something better (not just functionally but in life)

They want optimism (based on truth not blarney).

So.

Enough of that.

People want hope.

(that is the common denominator in all the things I just typed)

And if you aren’t providing that in your marketing you … will …. not … be … successful.

Sure.

You can buy some sales and a “consumer relationship” with lowest prices & coupons and cool features and some functional widgetry but those people aren’t buying “you” they are buying the ‘feature of the day.”

In my words? You have bought a date not a relationship.

And you have missed an opportunity to be a hero. Instead you are a salesman.

You have missed an opportunity to have offered,and given, hope.

C’mon. be honest with yourself as you read this.

Think of all the times that were hoping that someone really cared about how bad you hurt inside. Or recognized the pain.

So ii guess if you really feel like you have to ‘sell’ … then sell hope.

Because as Hugh Macleod drew in his cartoon at the beginning of this post … if you can sell hope you can get someone to buy anything.

hope & marketing (part 2)

August 22nd, 2011

Ok. I had so much to write about in “hope, low process and selling” that I took this part and thinking and put it in its own lil post.

Here we go.

Fact.

Communicating choices with the intent to persuade someone to “choose me” is an inexact science.

In fact.

It is not a science at all (despite what ROI driven purchasing people suggest and desire).

Yes.

There is a discipline to crafting communications (c’mon … given the amount of time people have done things there is certainly a list of ‘trial & error’ learnings to use as benchmarks).

But.

Advertising iconic hero Bill Bernbach said: “I warn you against believing that advertising is a science. Artistry is what counts. The business is filled with great technicians, and unfortunately they talk the best game … but there’s one little problem. Advertising happens to be an art, not a science.”

And this dude, and his agency DDB, created some good shit (and still does).

So.

So, because being in the choice communication business (and selling hope) isn’t a science, the truth is (another fact) the more research conducted to “strengthen” choice communications (i.e., marketing & advertising) the more functional the communication has to be judged on … because that is the only thing research can quantitatively measure.

Emotion, or something you just feel in your gut, cannot be measured.

(note: there are some wacky research tools out there that attempt to do so but regardless of their best efforts no one I know can use ‘brain wave’ or ‘twitch muscle’ research to truly tell you what your gut tells you)

And (as noted in the previous ‘hope’ post) functional doesn’t win in the long run. Emotion or some higher order value wins.

Bottom line?

Two things lead to mediocrity and conformity in communications: research and rational benefits.

Interestingly this thought goes way beyond communications and advertising. It runs true in just about any transaction-based relationship (i.e., shopping).

Another fact.

Shopping isn’t simply a transaction. Shopping is an experience.

And I don’t necessarily mean experience in the “walking around and looking and touching” perspective. One expert said it best:

“We dream of shopping for beauty, truth and perfection, and if we do not shop for a perfect society, at least we shop for a perfect self.”

Yes. Correct. And, yes, again.

We shop and we make choices as an extension of ourselves – of who we are and what we want to be. That, at its most psychological Maslow-like level, is the pursuit for a perfect self.

Sound like a bunch of mumbo jumbo? Maybe sounds like it but it ain’t.

We talk transactions but we behave emotionally.

(how often has your head say “he is all wrong for me” and then you go ahead and let your heart tell you what to do?)

Anyway.

The same expert also suggested that she believes “the noblest aspect of shopping is finding a community, a discovery that usually happens at a place like a farmer’s market or a neighborhood store, where interaction among customers is fostered. Rallying for these public spaces rather than buying things, she argues, should be what we use shopping to achieve.”

Poetic words.

Maybe even sounds a little too lofty.

But its not. Because if you ignore the thought behind the words you simply fall back into the functional/rational zone of sameness (and then, I guess, it does become a science).

If it helps … simplistically she is suggesting creating spaces so that “birds of a feather can flock together” and be happy amongst others.

So why is all this important?

Well. If I want someone to ‘choose me’ I have to understand the challenges.

Understanding motivation for behavior is one thing (and a very very important thing).

Understanding HOW to communicate is another.

Bill Bernbach again: “Eighty-five percent of all ads don’t even get looked at. Think of it! You and I are the most extravagant people in the world. Who else is spending billions of dollars and getting absolutely nothing in return? We were worried about whether or not the American public loves us. They don’t even hate us. They just ignore us.”

So even if I am in the ‘selling hope’ business I have to deliver the message in a memorable, interesting and artful way if I want whatever I am marketing to be chosen.

Notice I used art in there.

Because, once again, it is not a science.

I cannot simply say “hey, look over here, I am selling some hope-on-a-rope.”

I gotta be creative and offer up some communication that stirs someone emotionally and lets them arrive at the benefit all by themselves. That is a powerful communications when that happens.

And there absolutely can be some discipline in the approach but the ultimate output is art.

A maddening art. I often call it the “glorious mistakes when we blunder into an incredible way to say what we want to say.”

Why a ‘glorious mistake’?

Well.

Often the most insightful communication is partly flawed. Likeable. Believable.

And I ended on believable because while communications is art … truth is just that – truth. No grey. Just truth. And that is ultimately what makes things believable.

Bob Levenson (hired by Bill Bernbach) may have said it best when he responded to a Time magazine contest in the 1960′s. Ad agencies were invited to create an advertisement in the public interest. He wrote a manifesto for the ad industry (see below). It conveys the honesty that the advertising/marketing profession is founded upon. And still should uphold as the beacon for everything every marketer (at any level) should do in the communications business.

Bottom line?

Share truth.

Sell hope.

And enjoy, share, and DO THIS OR DIE.

The Hurricane Checklist

August 10th, 2011

This is the Hurricane checklist (and Hurricane is a London brand content & social marketing agency)

Ok.

I was digging around for something (I cannot remember what) and I came across a marketing agency in London that has an awesome website with a bunch of well articulated thoughts. I really liked their website because they permitted their people to just write and share their own point of view in their own voice. Not many companies are confident enough to let that happen (they fear someone is going to say something crazy and some really important person is going to randomly come across it online and never ever ever want to speak with the company ever again … ever.)

So it is companies like this Hurricane group that give me hope companies can let an individual voice, of an employee, shout something from a hilltop without looking over their shoulder (and editing).

All that said.

These guys came up with an awesome 6 point checklist for developing campaign strategies that straddle traditional and “social” (see web based) marketing plans of action.

Kudos to these guys. Smart. Well articulated. Understandable. Believable.

I would hire these guys.

Oh.

I work for an agency. Oops. Guess I can’t.

Here you go:

Trying to juggle the demands of integrating traditional media with digital/social media can be a nightmare. With the rules changing on a daily basis, what can you do to try and make sense of it all and still create great campaigns that deliver even greater returns?

Here at Hurricane we’ve been talking about our 6C’s checklist for several months now and the more we use it ourselves the more we swear by it. No seriously, hyperbola aside it’s effing awesome.

When looking at developing a campaign strategy for brand or lead generation activity, this checklist should form part of your campaign plan.

Here’s the low down.

1: Credibility – your primary motivation in the new world has to be customer NOT shareholder driven. You need to have a clear and authentic story as to why your product or service “will make a difference” and not just line the pockets of investors and shareholders. What’s your story? Why is it authentic? Why should this matter to your audience?

2: Consent – just because you have a database of 10,000+ customers does not give you the right to spam them with emails and direct mail. You have to earn the right. This means focusing on understanding the needs of your customers first and taking a thought leadership stance to be able to engage rather than sell. What is your view of the market or category you play in? Can you create a thought leadership stance that goes against the accepted view of the market? Can you genuinely deliver against this position? Can you make it exciting and relevant?

3: Content – what can you create that will be of value to the unique buying tribe you are trying to engage with; whether its IT decision makers of Financial directors. Make sure you nail your value proposition so that your content strategy has real focus. Then you need to think how you can inform, educate and entertain them. Aside from great data capture, great content moves people through the sales cycle quicker. I know you all know how important the right type of content is, but creating it in new and engaging ways (Audio, video…) and syndicating that content across paid for and social networks can really amplify your message and create positive interaction with your customers and prospects.

4: Communities – It’s more important than ever before to understand the unique buying tribes and communities where your brand or product has the strongest rational and emotional fit. These self gathering online communities wield huge influence and their networks and peers can help amplify any brand or marketing message. They are an active resource for all types of market insight and when motivated can be an excellent co-creation and crowdsourcing partner. You need to know where they are, what makes them tick, create content that creates a buzz and encourage them to participate and share in all aspects of your sales and marketing. Devoting yourself to these core communities is a sure fire way to create success.

5: Conversation – in the old world you would send out a rock solid piece of DM, follow it up with an email and back that up with a white paper. It was robust, logical and ticked all the boxes. However, in the new world you also have to be able to kick start the conversation. This means ultimately that you need to be interesting first and right and relevant second. Tapping into the socially connected world means giving people the ammunition to be part of the conversation. Nobody ever emailed their work colleagues a dull email about total cost of ownership. Always think about the BUZZ factor. How will this campaign get people talking about my product or service? What can you do to throw a curve ball into your market place that will get people talking? When you get this right, it’s what we call a Contagious Customer Experience!

6: Creativity – There is more clutter in our lives today than at any other point. To get through you have to make sure you have a stand out brand identity, a meaningful set of beliefs and brilliant communications to bring it all to life. Social and alternative media have not replaced the big idea. The big idea is your highway straight into the mind of your customer. How does this creative idea make my brand stand out? How does this creative idea get people buzzed? How does this creative idea compel people to share it?

So there you have it, a checklist that quite simply could make you famous (honestly). Oops.

That last sentence (and the italics) are their words.

Interestingly they are words I have also used.

I cannot figure out of it is plagiarism if you think the same thought and use the same words and type them surrounding their thought (which you agree with).

Regardless. I hope they don’t mind.

And remember … while this thinking may not make you famous (as they suggest) it will certainly insure you are smart.