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On madness, models of failure, and the mythology of past successes

I have been thinking a lot about success and failure in business this past week, and about behavioral patterns and common cultural factors I invariably find in organizations that breed either one outcome or the other. I will dive deeper into this topic over the coming weeks, but for now, today, I want to show you something. Something that, at first glance, I found funny. Not knee-slapping, LOL-inducing haha-funny, mind you. Something funny yet tragic, because it illustrates not only the stupidity of the way some organizations cling to anachronistic models of failure, but the absurdity of it in its whole.

We’ll get to that in a minute, but let’s just say that what I received today, what prompted this post, made me wonder about the sanity of the person who thought it wise to send it to me. And this made me think about why some managers insist on never letting go of strategies and tactics which they know don’t work.

Point #1: Knowing full well that a method, tool or model no longer yields the desired outcome (assuming it ever did), some organizations will continue to bet on it, in the hopes that the laws of the universe will shift in the night and miraculously turn a completely ludicrous project into success.

The partial email I will share with you may make many of you chuckle, as I chuckled when I read through the first few sentences, but in truth, there really isn’t anything funny about it, and here’s why: As extreme as this example of stupidity may seem, the principles which guided the hand of a business to drive this campaign, to assign resources to it (writers, staff, computers, software licenses, chairs, desks, office space, electricity, lights, etc.) are no different from the principles that guide tens of thousands of companies to also cling to their own proven methods of failure.

That organizations, then, would cling to such ill-advised models in the face of logic, in the face of common sense even, I can almost understand. Not every organization or department is helmed by the sharpest mind of its generation. I get that. But more shocking to me is that this type of absurd behavior – this level of abject stupidity when it comes to discerning between effective and ineffective models – occurs in face of facts, and by that, I mean hard data and history, ignored, pushed aside in favor of a mythology of past successes.

Let the notion sink in for a moment. Mythology of past successes. The myth that the organization was once successful, and the further notion that the methods it employed then, if employed now, will restore it onto its successful path. A past success, mind you, that more often than not only exists in the minds of those who cling to its dream, therefore invalidating the very methods which they so revere.

Point #2: Imaginary past successes and glories are potent illusions – they aim to set the stage for future ones after all – but as poisonous and lethal as memories of painful lost loves: Embellished over time by the mind’s gentle healing hand, polished to a high sheen that grows brighter in magnificence with every passing year.

A man, in the embrace of weakness, can find himself trading the inconvenience of reality for the comfort of such an illusion, and as the mind is trained to do in order to help us survive tragedy, begin to turn the pain and reality of failure into something seemingly beautiful and pure. Faced with the prospect of further failure, facts go out the window. Reality seeks to be disproved. The mind begins to look for safety and comfort.  All that eventually remains is the legend of “the good old days,” and the notion that a higher power (even in the form of abstract “business cycles”) will come and make things right if only one perseveres in holding on to the past long enough.

Fisher Kings, organizational dysfunction, and engineering cultures of failure

This is something a C.E.O. told me years ago, when he and I were discussing the future of his company: “This is how we’ve always done it. It’s always worked for us. We’re not about to start doing it differently now.”

Except it hadn’t worked in twenty years, everyone knew it – as I suspect he did as well – yet there he was, defending the sanctity of a model that had already begun to fail a full generation ago and showed no promise of deliverance whatsoever. Embattled and failing, the company yet refused to let go of a past it had turned for itself into legend. Religion, even. This man, this grown man, clung to the safety of a myth of success the way an anxious child in the face of uncertainty clings to the hand of his mother.

The reality of the company’s past “success,” (the basis, in his mind, for the inevitable return of fortune as foretold by his internal narrative – the myth he created for himself over years of wishful thinking) was that the company had never, in fact, been all that successful. It had struggled, as all companies do, for market share, for growth, for loyal customers. What success it had enjoyed for a time had been hard-earned and modest at best.  There had never been glory. There had never been true sustained market leadership. The man sitting across from me was operating under a spell of denial which he had – over time – infused into his organization. The Fisher King retold.

One doesn’t have to be clinically insane to act like a madman but this one, afflicted as he was by his fears, by his bitterness, by his anger, by his own inner demons of self-doubt and shame, in retreating into a world of make-believe, was in fact acting like a madman: Working against all reason and common sense. Rather than steer his ship to warmer waters and favorable winds clearly discernible just ahead, he chose to keep to the murky, brackish waters he now believed had once been a glorious ocean. He painted himself the C.E.O. of a successful company, whose brand would someday regain dominance. A dominance to be regained again as its birthright, or so the tale went inside his head. This in spite of inaction, of denial, of stupidity and a surprising level of arrogance.

The places we allow ourselves to drift to and die, out of fear and out of shame. Both one and the same.  (If you hate your job, consider this a tap on the shoulder: How long do you intend to wait there in misery?)

This was the company I had been hired to rescue. I almost did, but only almost. I don’t always succeed. I managed to drag it back from the brink, to show them the way, even to pave it for them, but the last step, they had to take for themselves: Making the decision to change. To let go of their ghosts and commit to a fresh start.

Not everyone, though, has the courage to unfurl their sails.

The Greek perspective, and methods of failure

If I were an ancient Greek, I would talk about fear and anxiety in terms of spirits and possession. Not spirits as in demons, the way we think of them now, but the spirits of love, anger, hatred, fear, cowardice, envy… Emotions given life and will and power over our lives by us, their willing vessels.

The Spartans believed that blood lust in the middle of battle, for example, was possession – and something to avoid at all cost. Despair can be possession. Fury. Jealousy. Terror. Love. Enthusiasm. Every type of feeling can take us over. Overwhelm us. Crimes of passion are the result of possession. Brawling with fans of a rival football team is the result of possession. Understanding this is understanding something about human behavior, not just 3,000 years ago but today as well. Perhaps especially so.

We yet have much to learn from the Greeks.

Looking at human behavior from that perspective, whatever spirit possessed this man, this unfortunate C.E.O., I have met many times since. Different offices, different cities, different letters on the doors and the lobby walls and the business cards, but always the same madness. The same visceral need to create then cling to myths of success, and along with them proven methods of failure: Decisions and actions that led to their ship remaining in irons, year after year, in the false safety of a cove that in fact had become its grave. Cultures of failure start here. In this manner. Engineered by the dysfunctions of an individual ill-suited to lead an organization.

When mediocrity and failure are hailed as glory and success, take a bearing: Relativism doesn’t apply to victory. It only serves to paint defeat into something more palatable. It is the fuel of denial. Flipping success and failure on their heads so that one suddenly becomes mistaken for the other is madness as well.

Point #3: Failure in organizations, in business, in projects and campaigns isn’t always the result of luck or fate or circumstances. Sometimes it is (though I would caution against looking at obstacles and challenges, even the most seemingly insurmountable odds as anything but opportunity), but just as often, failure is engineered, constructed from within, given birth to and shaped, fostered, nurtured, encouraged and fed daily – like a creature.

The truth of failure, true failure, is that it lies not in circumstance but at the intersection of weakness and method. In the weakness that drives some men to shun the fight and the challenge which are the price of both success and victory, and to instead embrace illusion, relativism (characterized by endless strings of excuses) and the type of insanity that makes them act against their own best interest: Ignoring facts. Declaring success when none exists. Continuing down a clear path of failure. Adopting failure as a method.

Symptoms vs. Disease: Digging beneath superficial absurdity to find its cause

However extreme the following example may seem to us, scores of companies insist on clinging to equally ridiculous and completely ineffective methods of conducting business, albeit not quite as spectacular in their awfulness. Yet… outside of execution – or the manifestation of this type of nonsense, as seen below – compulsive adherence to methods of failure is in no way different in its path to what led to this example, and remains equally absurd.

Here it is, the first paragraph from an email like millions of others just like it, which we consider spam, yet someone, somewhere considers marketing:

I sincerely ask for forgiveness for I know this may seem like a complete intrusion to your privacy
but right about now this is my best option ofcommunication. This mail might come to you as a
surprise and the temptation to ignore it as frivolous could come into your mind, but please
consider it a divine wish and accept it with a deep sense of humility. This letter must surprise you
because we have never meet before neither inperson nor by correspondence, but I believe that,
it takes just one day to meet orknow someone either physically or through correspondence.

Ridiculous? Of course it is. It’s spam – and bad spam at that. But you know what?  The company that paid for it thinks this works, that this utterly ludicrous bit of email content is the best way to get me to click on a button or surrender personal information. And while we laugh at the stupidity of it, wondering in the backs of our minds what kind of manager or business owner would believe, in this day and age, that something like this is a method of success, it is in no way different from a manager or business owner in Kansas City, Charlotte, London or Chicago believing that their own brand of ineffective, outdated, business development method will somehow yield better results than it has until now.

Point #4: The absurdity of embracing methods of failure is not measured by the depth of stupidity characterizing their execution – like really awful copy, as seen in the above example,- but rather by the fervor with which failure-blind managers cling to their own delusions in spite of everything they know.

It’s tragic.

I don’t say this lightly. It is soul-crushing to see professional men and women – not organizations but human beings of flesh and blood, like me – so blinded, so possessed by layer upon layer of bullshit that they are no longer able to tell up from down, right from wrong, smart from stupid. Confused and lost in the wilderness of a world that has outpaced them, they cling to a made-up version of it, one they can feel comfortable and safe with, even if it doesn’t actually exist.

In this world, what they know, what they believe, even if it is completely absurd, holds more truth for them than the reality they refuse to accept. This shielding mechanism, this search for comfort and security in an idealized version of the past, of the “good old days,” makes every new idea alien and dangerous. A threat. They begin to regard progress at best as suspect, and at worst as a betrayal of their “ideals.”

In the same way that children invent for themselves imaginary worlds in play, adults sometimes invent for themselves worlds in fear. We see this with religion and politics, with extremism. We also see it in the business world: Some of these adults apply this mechanism to their professions, often with dreadful consequences.

When I hear a C.E.O. scoff condescendingly at Social Business, aiming to belittle and ridicule it as “something the kids do,” something legitimate businesses don’t need, a waste of time, a fad, a pile of crap, I don’t feel frustration anymore. I feel pity. Pity for the man, pity for the organization, pity for its future. Hell, I feel sadness because I know the fear that lives at the heart of the attitude that nurtured the opinion behind the comment. More importantly, I know instantly that the organization “led” by this person is crippled by methods of failure. And because the pattern of such dysfunction doesn’t deviate all that much from company to company, I can start mapping it out on paper without having to hear another word.

Point #5: When you understand a leader’s weakness, you know how his organization is failing.

Organizations that shun rather than embrace progress, whose default position is to embrace new ideas in meetings but somehow never manage to implement them, organizations that refuse to acknowledge or enable change from within or without, these organizations are all the same. Every single one. Identifying them is the first step. Understanding them follows. Beyond that, expect a bumpy ride.

Word to the wise: Not everyone is cut out to be an agent of change. If you can visualize your career, imagine the path of least resistance. Now imagine the complete opposite. More often than not, change is war.

Time to revisit the definitions of insanity and failure

It’s been said that the definition of insanity is to repeat the same action over and over again, expecting a different result each time.

I disagree.

Perseverance, then, would be insanity. Tenacity also. I reject that definition. Conditions change: The same action repeated enough times can and often does yield different results, and we intrinsically know it. From adaptation to probability, we know that results may vary. We put it in fine print on just about everything.

The exact same spin of the ball in a game of roulette will have it land on a different number each time. The same lotto numbers played week after week will yield a different relationship to the winning numbers arrived at elsewhere. The same degree of effort on the field of practice will result in physical and mental changes over time. And so it goes. Because conditions vary, repetition in the face of failure alone does not constitute insanity. What I propose instead is this, that the definition of insanity is to repeat the same action you know cannot yield the desired outcome over and over again, expecting a different result.

Insanity is deliberately choosing a method of failure over a method of success (or even an infinite range of experimental methods) because in spite of all logic, it fits within a world view -an ideology – borne out of anxiety and false nostalgia rather than experience and reality. THAT is insanity.

Failure – systemic failure, that is – is engineered. It is built from the ground up, much like success, one broken brick at a time.

Point #6: Just as surely as a culture of success can take root in a company (Zappos, Apple, BMW, Google, and many more) a culture of failure can take root as well: Characterized by internal dysfunction, the utter absence of loyalty among its staff, low morale, a poisonous work environment and an absence of fire and passion even at the helm, cultures of failure are tough to turn around. And you know what? they are as tough to rescue as a drug addict who, while begging for help, still clings to the needle and the gutter as if his life depended on it. It’s heart breaking.

What I do: Light, shadow and the need for both

Helping businesses succeed is often a lot of fun. It can be easy. You come along at the right time, get to know them well, give them a little push, and there they go: Back on track, rocking it out. Those are the good ones. The ones that make me feel like a million bucks. The ones in which everyone clicks and has fun. It doesn’t even feel like work. I secretly wish that all of my clients were like this, but I know that this is weakness as well. For every perfect client, I need an imperfect one. We all do. We wouldn’t be professionals if all we did all day constituted play.  We wouldn’t learn much. We wouldn’t improve. Delight is possession as well.

Just as often, helping a company succeed begins by teaching its management to stop failing. To stop mistaking mediocrity for success. To stop acting against their own self-interest. In some cases, the process boils down to dragging them out of their predicament, kicking and screaming the whole way. I’ve been insulted, threatened and even fired by clients who promptly offered to re-hire me the next day, only to fire and rehire me again. I’ve endured abuse at the hand of awful little children in adult bodies. What I do isn’t always pretty. It is intervention, pure and simple.

Dealing with a C.E.O. or manager possessed by the form of madness we’ve discussed today is no different from dealing with an addict fighting for his soul.

Point #7: Whatever we like to call “personal demons,” they destroy businesses too. As surely as what brought about a mid-life crisis can destroy a marriage or career, so can it shatter a business. It isn’t something we talk about much, but we should.

We can’t not talk about this. Companies don’t get fixed. Companies don’t win or lose. People do. What I end up doing, more often than not, is fixing people. Helping them find their way and be whole again.

Bad marketing and bad business decisions often find their roots in more than incompetence and accidental human error. In order to make sure they don’t happen again – or never happen at all – you have to go a little deeper than that. “Best Practices” are only the surface. Stopping there isn’t enough. You can’t stick to the edges and hope for the best. Sometimes, you have to go deep. Sometimes, you have to go all in.

What has been on my mind lately: Some clarification before we continue

I’ve been giving this and a dozen other related topics a lot of thought this past week, and how my chosen profession fits in all of this. How experience, knowledge, talent and insight have led me to become not only an advisor and educator, but also now a confidantz and a friend to individuals who don’t understand why their companies are stuck, unable to move forward as quickly and fluidly as they know they should. The human element to it above all questions of processes and best practices and clever ideas. How important to me this has become. The problem with becoming emotionally vested in something like this, in trying to effect real change, is that it consumes you. Theres no way around it. You have to let it.

While it sometimes seems that my job consists of coming up with cool ideas and helping companies divine insights from the fog of business, the reality is that I am more often than not a therapist. A business therapist, one might say, but there is no such thing: A business is a dream brought to life by a company of men and women who form its limbs and organs, and whose love for what they do is its lifeblood.

When I am called upon to help a company, an organization, a business, I end up helping people. Why? Because every dysfunction at the root of a problem with a business invariable finds its own roots in a personal dysfunction – sometimes, clusters of personal dysfunction.

In order to do what I do – and do it well – you have to be ready for that. You have to be ready to know when to bear the weight of it all, and when not to. You have to know your way around the human mind and the human heart. You have to know exactly what to do when someone with a serious problem tries to draw you into their drama. It can be emotionally exhausting. This line of work is not for everyone.

And I guess that is why I don’t like to call what I do “consulting.” Now I know why the term never sat well with me: “Consulting” is only a small portion of what I do, just like R.O.I. is only a small aspect of what I help shine a light on. Calling myself a consultant just doesn’t work. I don’t yet have a name for what I do, and I’ll admit that it’s a bit annoying.

I am telling you this because over the course of the next few weeks, I may write more about the role that human nature plays in adopting “best practices,” pursuing excellence and creating cultures of success than I have before, and I want you to know where all this is coming from, why these topics even matter, and how I came to want to discuss them from this unusual perspective. My mind is behind the curtain this week. Under the surface. I am looking directly into the nature of leadership, courage, curiosity, insight and the spirit of victory, which are at once timeless and very specifically connected. And if we are going to make any headway, it’s time we stopped focusing so much on the superficial aspects of business and brand management, and turned our attention to some pretty core elements without which Twitter, Facebook and all of the things we love to discuss here and on other blogs are little more than salon chatter.

And I hope this helps give you a tiny little glimpse into what makes me tick, why the way in which I approach certain topics might seem a little different from other blogs. Ultimately, everything comes down to people: Understand people, and you understand everything. It’s where every one of my blog post begins. At the core of every discussion we have here about brand management, Social Media, communications, R.O.I., etc. is human behavior in all its reality and relevance.

More to come.

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Before I begin, here are links to the three events mentioned in the video:

July 17: Americas Mart International Gift Show – Atlanta, GA

July 20 (not July 21, as I wrongly stated in the above video): Gaspedal’s Supergenius conference – New York, New York

July 27-28: ADMA Forum 2010 – Sydney, Australia

Okay. Now we can begin.

From solo operator to corporate front: The evolution of manufactured Social Media expertise in 2010

I guess it was just a matter of time before we had to revisit the issue of bogus Social Media “experts,” so today is as good as any to do just that. This time though, rather than drop the hammer on the latest Social Media certification scheme or outrageous Social Media R.O.I. equation/calculator, let me just speak in more general terms. Not that I particularly feel obliged to protect the guilty, but we can do this without pointing any fingers. Actually, for this topic, it works better if we don’t.

What I want to shed a light on today isn’t the lone “Social Media Expert” who tried his hand at being a day-trader, then got into SEO, then found himself out of a job for a few months and finally figured he’d try his luck as a Social Media consultant… because hey, how hard can it be, right? *sigh* We’ve already been down that road and I can’t think of anything to add at this juncture. No, today, I want to bring up another type of “Social Media expert” altogether: The kind that earns his or her validation from the company they work for, mostly as a marketing ploy engineered by said company.

Consider a scenario for a moment (and I am not making this up, so pay attention): Consulting Firm XYZ realizes that there is big money in Social Media consulting and services, say in the enterprise space. Every single one of their big clients is asking them for help on the Social Media front, first in terms of research and fact-finding, then in terms of strategy, then integration and training. They need to act fast or they might not get that business. What to do?

There are two ways of going about this: The first – Putting together a team of people with actual experience in these matters. Identify them internally or hire them as needed. The second – Grabbing the handful of consultants who did your initial research and fact-finding when it comes to Social Media, and change their respective titles to reflect their needed “expertise” in light of their new client-facing roles. One is the right, ethical, smart and professional way of getting into the Social Media consulting business. The other is the complete opposite of that.

Intelligent and ethical choices designate the winners in the long run

Let me be clear about this: Many firms and agencies choose the first of these choices. Companies like Edelman, Ogilvy, Radian 6, Deloitte and New Marketing Labs have already snatched up some pretty solid names in the space – an indication that they are taking their task and their clients’ well-being seriously. These companies would tend to fall into the good category. Sadly though, not all consulting firms and agencies have chosen the same path. More and more, I keep running into firms that knowingly appoint people with no experience or savvy to “Social Media Director,” “VP Social Business” and other such roles, then aggressively market them to their unsuspecting clients in order to secure lucrative consulting contracts.

Not that some consulting firms haven’t been doing this with other disciplines for decades, but this one hits a little closer to home. Besides, until now, internally manufactured experts at least had some semblance of experience. At worst, they received a decent degree of training before being thrust into their clients’ unfortunate laps to learn their craft as they went. Now though, when it comes to Social Media integration and program development, not so much. It’s like the bar has been lowered a few more notches, and that isn’t something we should turn a blind eye to.

How to manufacture a bogus Social Media expert for your company in 10 easy steps

So here’s how the process of manufacturing internal Social Media expertise works:

Step 1 – Identify the pigeon: the individual who isn’t really good at what s/he was hired to do, but is someone’s protegé within the organization and could fit into this role well enough. “Let’s see… Who fits that description… Ah yes. Jackson. Someone call Jackson in here. What?… Yes, tell him to bring his pencil.”

Step 2 – Send Jackson on a two-week fact-finding mission to find and browse through every study, article, report and policy ever written about Social Media. (We’ll come back to this in step 4.) “Yes, Jackson. Google. With a G.”

Step 3 – Build Jackson a personal website and a blog. Tell him to get a Twitter account started. Better get on Facebook too. Oh, and LinkedIn, just for good measure.

Step 4 – Remember all of that research Jackson did for Step 2? Yeah… Get the web guy to create a page that agglomerates all of those “resources” on his new website. A) It’ll look like he really knows his stuff. B) It’s great for SEO. C) With a resource like that, we’re sure to attract a few bloggers and e-journalists.

Step 5 – “Get the PR team rolling. We need to get our man some speaking gigs and a few key quotes in industry pubs.”

Step 6 – “Call our print people. We need to make sure Jackson gets published asap. Pull some strings. We need this.”

Step 7 – “Mortimer, make sure jackson blogs once per week. Yes, make him if he doesn’t want to. Same with Twitter. I want a daily tweet from him, with a link to something we own. Wait… on second thought, never mind. We’ll let Legal handle all that.”

Step 8 – “Make sure that Jackson’s personal website looks nothing like ours, but throw in an easy-to-spot disclaimer that clearly identifies him/her as our employee. No sense throwing bait without the hook. Yes, our company name needs to be italicized.”

Step 9 – “Call the PR team again. Let’s make sure everyone knows we’ve named Jackson VP of Social Business. Yeah, contact all the big bloggers too. Some of them might share the info with their networks. Oh, and email our clients. Yes, all of them.”

Step 10 – “Book a few rooms for SxSW and Blogworld. Jackson needs to be seen. Let’s see if we can sponsor a party while we’re there too. We have some leftover marketing money from that thing last month anyway.”

Voila. Before you know it, someone with zero background in the space as of three months ago is suddenly an expert working with Fortune 100 clients for a prominent consulting firm. Just. Like. That.

Smoke, mirrors, and the proverbial wool in the age of Google: Wrapping it all up with a simple job title

Now imagine you’re a company looking to build a Social Media program, and you don’t know where to start. The consulting firm you work with comes to you with a Social Media consulting package. They introduce you to their “expert,” Their VP of Social Business, with his own team of social media consultants. You google the guy. You find his website. You find the extensive list of resources he linked to on his website, along with a handful of quickly drafted $150 reports done internally by research interns last summer. He has a twitter account, a Facebook profile and even a blog with a good dozen posts on it you can’t really understand, but they’re filled with links. Looks good, right? Why should you doubt any of this? Seems legit enough.

After all, why should you doubt marketing from a company looking to generate millions of dollars in Social Media consulting fees after an investment of less than $10K in web design and PR? Hell, they didn’t even need to staff up. All they did was shuffle a few consultants around then printed them new business cards to reflect their new… expertise. Bam. Instant new service offering.

This isn’t theory. It isn’t a what if scenario. This is all too real. This actually happens, and it happens within very large, reputable firms as well as small fly-by-night ones.

All of this to say: Be cautious. Do your homework – not just on the firm itself, as it might otherwise have a stellar reputation and an impressive list of clients, but more specifically on the “experts” your consulting partners bring to your table. Just because a company you hire to help you tells you their experts are indeed experts doesn’t make them so. Do your homework. Research the “experts.” Don’t let well-designed websites and fancy titles fool you.

7 simple ways to separate legitimate  professionals from manufactured experts

Here are some things to look for before you throw your money away on a complete disaster:

1. EVERY person worthy of occupying a Director or VP level position in the Social Media, Social Business or Social Communications space has been involved in some sort of social/digital publishing for 3-5+ years. Typically, this manifests itself as a blog. Case in point: NML’s Chris Brogan and Keith Burtis, Francois Gossieaux, Geoff Livingston, Valeria Maltoni, Orange’s Yann Gourvennec, Neville Hobson, R6’s Amber Naslund, Ford’s Scott Monty, Seth Godin, Brian Solis, Jeremiah Owyang, Edelman’s David Armano, Ogilvy’s John Bell, … All have been actively involved in the Social Web for years. They didn’t get into it six months ago or just last year. They have been in it from the start, and as a result, they know what they’re talking about. These folks are respected in the space because they helped build it. They are the caliber of people consulting firms should look for in a hire. Period.

Find out how long your consulting firm’s “expert” has been blogging. Less than 2 years? Proceed with caution. Less than 8 months? Look for expertise elsewhere.

2. Read their blog. What do you find? Crap content just to fill a page 3x per week and provide search engines with carefully chosen keywords, or is the content actually helpful, well researched, shrewdly analyzed and intelligently presented? Does this person care about what they do, or are they just doing what they need to in order to “be in the game?” Does their content give you ideas or just regurgitate someone else’s articles and content? Speaking of original content, how much of what they blog about is THEIR content? (Hacks like to borrow and appropriate content. Get a sense for whether or not this individual really knows their stuff or is merely a parrot with a fancy title.)

3. Blogging isn’t everything. Lots of people have been blogging for 5+ years but couldn’t manage a Social Media practice if their lives depended on it. Who have they worked with? What have they done? What is their background? What relevant mix of experience do they bring into the role? Were they an SEO expert a year ago? And a day trader before that? If so, be careful.

Note: Though there is no clear path to Social Media management savvy, the individual’s story has to make sense. Maybe they were a corporate marketing guy who fell in love with the Social web and started incorporating it into their company’s activities. Maybe they were an artisan who used Social Media to tap into communities and figured out how to apply those lessons to business.  Maybe they were a tech or a baker or a PR manager or a Customer Service manager who realized how Social Media might change the game for their discipline and have been tweaking the model ever since. Everyone capable of functioning at the Director or VP level in the Social Business space has a story to tell about how they came into the space that involves passion, an idea, and a very specific path. Look for it. Ask to hear it. Conversely, the manufactured “experts” don’t have a story. They just showed up a few months ago because the time was right to jump in. It’s a simple litmus test, and one that usually works quite well.

4. How do they handle themselves on Social Channels? Do they ever respond to comments? If so, how? Are they using Twitter, Facebook and LinkedIn as mere broadcast vehicles, or do they actually care enough about the space and their role in it to engage, respond and participate in discussions? How fluent are they with dos and don’ts of various Social communications platforms? Have they demonstrated on these channels the ease and fluency that you would expect from someone with real experience under their belt, or are they merely “there,” kind of floundering?

5. Who outside of the organization and its clients can vouch for them? Don’t ask their boss. Don’t ask their HR person. Don’t ask their other clients either. You might as well ask their mom while you’re at it. Find validation outside of their immediate circle of interest.

6. In their initial meetings with you, do they speak more than they listen? Do they lead with a 5-step “program” or a “P.L.A.N.” rather than trying to see how to organically grow a program within your organization? Do they make you wait for even the most basic feedback rather than discussing possibilities and ideas right there and then? Red flags all. Once the sale is made, then what?

7. Do they care? This is a simple gut check. If they’re into it, if they are passionate about the space and what you might do together, you’re probably on the right track. If they aren’t passionate about any of this, then be very careful where things go. Social Business management without genuine passion is like a folk singer without stories to tell: It won’t go very far. Look for passion. Genuine, burning, infectious passion. Yes, even in a consultant.

Caution for now, but expect clear skies eventually

So again, be cautious. This line of work hasn’t been around long enough for professionals to be able to establish themselves as clearly to outside onlookers and prospective clients as, say, plumbers, designers, attorneys, restaurateurs or journalists. Nobody was a Director of Social Communications ten years ago. Five years ago, even. This line of work is still fairly new, even to those of us who have been involved with it for the better part of a decade, and in some cases longer than that.

Five years from now, the waters won’t be as murky. Hacks will have fallen by the wayside and those with a real aptitude for this type of activity will have emerged as clear professionals in their field. But until then, proceed with caution. Do your research. Don’t confuse a job title, a neat website and some fractal Social Networking activity for anything more than just good marketing.

Cheers.

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“Making it work” : Lessons from the real world of “do or die.”

Sometimes, even the best laid plans just go awry.

Call them cliche, but those sayings about finding the silver lining and making lemonade when life hands you lemons, they aren’t just hot air.

When I was in the French Fusiliers Marins, the unspoken motto, the underlying mission imperative was always “make it work.”

The intelligence is wrong? It doesn’t matter. Make it work.

The insertion routes are compromised? It doesn’t matter. Make it work.

You got dropped 15 miles off target? It doesn’t matter. Make it work.

Nobody ever had to say it. Nobody ever had to bark the order. From day one of training, it was pounded into us:

Make it work.

Make it happen.

Find a way.

(If you don’t, people will die.)

The first officer I served under, 1st Lieutenant Rannou, had a saying: “There are no problems. Only solutions.”

He was right.

Sometimes, everything just clicks and works perfectly the first time. You don’t have to do a thing. You might as well be on autopilot: From start to finish, your project, your law suit, your surgery, your product launch, your hostage rescue mission, your ad campaign, your theater production, it all goes well. The planets are aligned. The cosmos is on your side. Everything goes so smoothly that you wonder if you aren’t dreaming.

Most of the time though, things don’t go your way. The unexpected happens. Gremlins. Ghosts in the machine. Flies in the soup. Whatever. The cosmos has a way of throwing obstacles your way at the most inopportune times.

That’s just a given.

A butterfly beats its wings in Buenos Aires, and a week later, your stamp machines in Taiwan are down for a month.

A health crisis in East Africa forces the cargo ship carrying the first shipment of your brand new product to spend three extra weeks at sea.

Your new boss is an self-serving imbecile.

Or in the case of teammate Jay Hewitt (photo above), you lay your bike down going 30mph at mile 51 of a Half-Ironman distance triathlon.

What do you do?

No… really. What do you do?

Murphy’s law isn’t an anecdote. It’s an engine of predictability. Use it.

Let me take a quick break from the full list of mishaps and just say that – in case you hadn’t guessed – skin + gritty pavement + speed don’t feel great.

Imagine getting thrown out of a car moving at 30mph, wearing nothing but your underwear.

Not fun.

Now imagine brushing yourself off, getting back on your bike, finishing the ride as fast as you can, switching out the cartridge in your insulin pump, and then completing a very fast half marathon.

Why? Because no matter what happens, there’s still a finish line to cross. A reputation to preserve. A project to complete. A movie to finish shooting. A new product to launch. An essential part to manufacture.

It doesn’t matter if you’re a military officer, a product manager, a movie director, a chef, a fashion designer, a newspaper editor or a CMO. This is something you can be absolutely certain of: Though sometimes, everything will click and flow smoothly as if by divine intervention, most of the time, obstacle after obstacle will get between you and your goal.

Call it Murphy’s Law. Call it whatever you want. It’s just life.

And in real life, shit happens. No matter what you do, something almost always goes wrong.

The more complicated or ambitious your endeavor, the more likely it is that obstacles will find a way to get between you and that golden finish line. Expect that. Plan for it. Train for it.

Heck, embrace it.

You might as well.

Still, I notice that most people freak out when their plan goes awry. They panic. They lose their cool. They suddenly find themselves feeling… lost. They make everything come to a grinding halt while they regroup.

Why?

Poor planning. Lack of training. They didn’t take the time to plan for failure. They didn’t think to come up with contingency plans.

Most of the time though, it just comes down to one simple thing: Lack of experience.

So for those of you who don’t quite know how to manage cool, crazy, ambitious projects, here’s a little bit of advice:

The Ten Basic Rules of Project Management

Rule #1: Never expect things to work right the first time. (If they do, great.  Just don’t expect them to.)

Rule #2: Expect everything to take at least twice as long as you know they should.

Rule #3: Expect the unexpected.

Rule #4: When everything is going well, worry. (You probably missed something.)

Rule #5: Find out what doesn’t work before your customers do. (That’s what prototypes are for.)

Rule #6: You learn more from how and why a product fails than how and why it works the way you expect it to. (So push your prototypes to failure as often and in as many different ways as possible.)

Rule #7: “Design By Committee” never works.

Rule #8: Trust your instincts.

Rule #9: Listen to the people who will use your product. Their opinion matters more than anyone else’s.

Rule #10: Have fun.

Why experience matters: A simple list.

Back to Jay: Jay has crashed in races before. Jay knows how broken bones feel. Jay knows that even with no skin on his shoulder, he can keep racing. He’s been there. He’s done that. He has already faced and concquered pretty-much every obstacle in the book when it comes to endurance racing. As a result, when problems happen, his resolution time is almost instantaneous. He doesn’t have to spend thirty minutes wondering if he’s badly hurt or just in pain. He doesn’t have to seek professional advice. He doesn’t have to weigh the pros and cons of anything. Knowing where he stands allows him to make the right decision in the blink of an eye: Keep going.

Experience builds confidence. Experience breeds forethought and insight. Experience takes doubt, uncertainty, and fear out of the equation. Jay knows that if he crashes, he can probably still finish the race. He knows how to fix a flat. He knows how to repair a broken chain. He knows a dozen ways to fix problems on his bike or with his body, and the ones he doesn’t know how to fix, he can probably improvise if need be.

There are no problems. Only solutions.

Simple enough.

More often than not, projects that appear to have gone smoothly from the outside didn’t go smoothly at all. Every day brought a new hurdle. Hundreds of fires had to be put out. Thousands of split-second decisions had to be made. Course adjustments. Quick fixes. A folder-full of improvised solutions. Personel changes. Vendor replacements. Timeline adjustments. Budget attrition. Whatever. The list never stops growing.

That’s how it really works.

Perfect illustration: Below is Jay at the finish. From the right side, he looks fine. His injuries are out of sight. He looks like a guy who just breezed through a Half Ironman the way most of us breeze through a Taco bell drivethrough.

To an outsider, a bystander, he had a flawless, fun race.

To someone with inside knowledge, he finished despite a horrible bike accident that could have cost him a whole lot more than another medal.

He crashed. He got up. He quickly assessed the situation. He got back on his bike. He finished the race. He added the experience to his knowledge bank.

He made it happen.

If that doesn’t perfectly illustrate the way a project is driven forward, I don’t know what does.


Project manager. Triathlete. Adventure Racer. Creative Director. Platoon Leader. Customer Service Rep. Design Engineer. Toolmaker. Sous-Chef. Football Coach. It’s all the same.

Project/Program Managers are wired differently. Hire and promote with that in mind.

Great project managers aren’t just natural multi-taskers. They’re also natural strategic masterminds. Improvisation kings (and queens). Crisis jugglers. Fearless creative acrobats. Their job (their nature) is to constantly find and implement solutions to problems, foreseen and not. Their job is to embrace hurdles and obstacles, because each one brings them one step closer to their goal. They thrive on making things happen. The more untraveled the road, the better. The more complex the gameboard, the better.

It takes a special kind of person to be able to a) do that kind of work well, and b) love every minute of it.

It isn’t for everybody.

Excuses and blame don’t exist in our little world. Neither does bullshit. At the end of the day, there’s only what you did and what you didn’t do.

Sometimes, even the best laid plans just go awry.

For most people, that’s not a good thing…

…and for some of us, that’s when the real fun begins. (And we do like our fun.)

Have a great weekend, everyone. 🙂

(Hat tip to Tamsen McMahon/@tamadear at Sametz Blackstone for pointing out that this should be a manifesto and not a primer)

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unlearn

Yesterday, we talked a little bit about the value of talent vs. the value of experience, and we established, thanks to Shunryu Suzuki, that “in the beginner’s mind, there are many possibilities, but in the expert’s mind, there are few”. Today, let’s look at experience a little bit – particularly the concept of experts. Here’s a little something from David Armano:

If the “expert” label gets thrown my way, I don’t give it much thought. It’s just a label that helps people wrap their heads around something abstract to make it more concrete. Sometimes we need to categorize in order to make sense of things.

The thing is, I’ll never see myself as an expert.

You might think that’s humbling. I only wish I were that humble. I’ll never see myself as an expert, because once you’ve convinced yourself that you are one—that’s the moment your ability to see the world differently begins to decline. Expert eyes know what to look for. They can also be the eyes that miss the most obvious insights which lead to the most elegant of solutions.

Read Dave’s entire post here, and watch this killer presentation.

My kids aren’t experts at anything, yet the complete absence of bullshit inside their brains allows them to see things more clearly than industry execs with 30 years of experience, and spell out the obvious better than any contributing analyst on MSNBC, CNN and Fox News combined. Go figure. The wisdom of children, which we have a tendency to patronize a little too much these days, is often as surprisingly spot-on as their honesty is refreshing. This leads me to believe that perhaps the least valuable thing anyone can be is an expert. At anything.

Here’s more from David:

I believe that when you know too much—it takes away from your creativity and your ability to see things from different perspectives. I’ve been thinking about this quite it bit. I’ve been having mixed feelings regarding the specialized degrees that are being marketed to us, promising to turn us into design thinkers, creative strategists etc. Steve Jobs, the original design thinker was a college drop out. What does this tell us?

I’m happy to see the business world take creative problem solving seriously and I’m certainly not against higher education or any of the new programs. But I’m also wary of what happens when we perceive ourselves as experts who have been trained in the black art of [insert profession here].

The most brilliant ideas I’ve seen in the market, as well as some of the most inspired designs and solutions I have been fortunate to be a part of, didn’t come from a roundtable of experts with a century of combined specialized experience. They came from the most junior people on the team. They came from every day users. They came more from inspired play than nose-to-the-grindstone work. It’s almost a cliche these days, yet it is still the exception rather than the rule.

Don’t believe me? Okay, think about this: Ten years ago, the expert was Nescafe, not Starbucks. Look around. How valuable is expertise these days? The business world is changing so fast, anyone who takes the time to become an expert at anything is bound to be outpaced inside of 6 months. Unless you’re an expert in sub-Saharan survival or antique typewriter repair, you’re pretty much done for.

Ask me how many PR “experts” with decades of practical experience I know who have absolutely no clue how to use social media (or why this doesn’t bode well for their “expert” status).

How many very well paid “experts” thought they had it all figured out on Wall Street and Detroit just twelve short months ago?

Who are the experts now?

Why in the world would anyone want to be caught dead anywhere near that kind of label?

So… Again, the argument of experience vs. talent yesterday. Worth talking about with your friends and colleagues next time you’re out having drinks… or coffee… or croissants.

Stay Hungry. Stay Foolish.

– Steve Jobs

Next time an HR manager tells you that you didn’t get the job because you don’t have enough experience I guess they would have preferred more “expertise”), do me a favor: Try not to laugh.

Have a great Thursday, everyone. 🙂

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