Digital Influence Recalibrated, Part 3: What Influence Is And Isn’t.

Part 3 of 3.

Clarification Number 3: Influence is not a magical mind-control superpower, even on the internet.

The term “influence” as it is used by marketers (especially digital marketers) today sounds a lot like a sort of Jedi mind trick. The wishful thinking definition of “influence” according to these digital marketing “experts” is that the higher someone’s “Klout” score is, the more likely it is that their 140-character statements will somehow affect the opinions, beliefs, biases and ultimately purchasing decisions of their “followers.” The basic assumption being that the more followers you have and the more you are retweeted, the stronger The Force is with you. That is of course ridiculous. Someone with a perfect Klout score of 100 (say, Justin Bieber) has about as much influence on my purchasing, political, religious, athletic, dietary, sociological, entertainment and literary decisions as my barista.

My barista actually might have more influence on me than JB, even on Twitter. And there’s the rub.

Here is how digital marketers are trying to convey the power of Klout scores to unsuspecting clients: Low Klout Score = limited influence and high Klout score = significant influence, as illustrated in the little scene below.

Below, Obi Wan with a normal Klout score: “Obi-who?”

Below, Obi Wan with a relatively decent Klout Score = potentially decent influence. “Let’s send this guy a few bike bottles and a T-shirt and see what happens. Maybe he’ll bring us some business at some point.”

Below, Obi Wan with a Jedi-worthy (high) Klout Score = Jedi superpowers. “Let’s reach out to him pronto and make him feel extra super special so he’ll tell all his followers to buy our stuff! We’ll be rolling in puppies by Friday! Ka-ching!!!”

Unfortunately, what actually happens in the real world is this:

And this…

And of course this:

That’s right: Nobody cares what anyone’s Klout Score is. Don’t believe me? Ask your cashier at Costco what discounts you’re entitled to with a Klout Score of 87 and see what happens. As for free stuff and special discounts, don’t hold your breath. Companies aren’t going to trip all over themselves to give you free stuff and treat you like a VIP just because you spent the last 976 hours in a Red Bull-induced haze, retweeting everything in sight.

Not to mention that I can pretty much guarantee that if my score ever jumps from 74 to the low 90’s, my powers of persuation will still be exactly what they are today. How do I know this? Because I am neither a telepath nor a Jedi. Not even on Twitter. My Klout score may fluctuate over time, but my superpowers will be exactly the same a year from now as they are today: Zero. This begs the question: If my powers of influence remain the same but my Klout score fluctuates, what does that say about the validity of my Klout score as it relates to my powers of influence?

Repeat after me: Influence is not a Jedi mind trick.

Klout’s Joe Fernandez has already explained this in a number of ways, but marketers still don’t seem to be paying attention.

The importance to the business community of clearly understanding what influence is and isn’t:

To marketers and advertisers out there, I have this piece of advice: Stop for a second and make sure you understand what influence is and isn’t before you adopt a marketing philosophy that will yield little or no results for your trouble (and investment). In other words, use influence measurement tools wisely. Learn what they can and cannot do. Do look to Klout as solid little insights tool for your targeting needs. Don’t look at it as scientific validation for a marketing philosophy based on wishful thinking.

Also, let’s remember not to confuse celebrity with influence. Justin Bieber is a celebrity, just like Ashton Kutcher (who a year ago was Twitter’s celebrity god and would have had a Klout score of 101 were extra-credit allowed). Yet what is their influence on most people in matters of politics, religion and scientific thought leadership? Not huge. Celebrities have reach, sure. But we have to be careful not to mistake breadth of following with depth of impact.

Influence isn’t just “push.” An influencer can’t just sway millions of opinions with 140 characters. That’s mind control, and as far as I know, no one can do that. (If Ashton’s Klout scores reflected such an ability, we would all be throwing away our Canon, Sony, Kodak, Olympus, Pentax and Minolta cameras to run out and buy Nikons. As far as I can tell, that hasn’t happened.) That’s because influence is as much pull as it is push: It. Isn’t. A. Jedi. Mind. Trick. In every type of influence dynamic, particularly on the twitternets, the influencee gives the influencer permission to become an influencer at a particular moment and about a particular topic.

This means, first and foremost, that influence is by invitation only.

Second, it means that influence is both ephemeral and subject-specific.

We are conditioned to compartmentalize influence in this way. People who are influenced by an individual about a particular topic WANT to be. People tend to allow themselves to be influenced by people whom they feel have opinions that match their own, from Oprah Winfrey, Michael Moore and Bill O’Reilly to Lance Armstrong, the Pope, or their English teacher. Influence is a handshake. It’s a contract. A relationship. It isn’t push. Influence is mostly either a recommendation, an elaboration based on an existing hunch or a validation (or some combination of the three).

When Oprah recommends a book to her audience, sales of that book explode. Why? Because Oprah has an enormous reach, and a particular segment of her audience looks to her for book recommendations. That segment of her audience invites her influence on this topic. Yet if Oprah were to knock on my door tomorrow and tell me “Olivier, I was in the neighborhood and thought I should recommend this book,” I would be pretty psyched that Oprah stopped by, but I probably wouldn’t really care to read the book. Why? Because Oprah isn’t someone I look to when it comes to recommending books. We don’t read the same kind of stuff. Oprah’s influence is thus compartmentalized for me the same way that influence from everyone is compartmentalized by the people they might exert some measure of potential influence on. We are all the gatekeepers of others’ influence on us. We decide what we are influenced by, by whom, and when.

Do all 3,000 to 5,000 marketing messages being pushed our way every day get through? No. Only a few manage to get through. Which ones? The ones we let in. We, the consumers, the “receivers” of influence decide the degree of influence of every message and every source as they relate to our own needs. We make these decisions in real time in response to every message we find ourselves subjected to.

Understanding the dual nature of influence dynamics: Push and Pull.

On Twitter especially, everyone pushes the same set of ideas all day long in an effort to influence others. Yet here’s the reality of that retweet windmill: Pushing ideas doesn’t make us influencers.

Reach narrows the equation a bit, as people with the most reach (often because of a relative celebrity status) seem to exert more influence than people with less reach. (Same ideas as everyone else, but more people are exposed to them.) Turns out that this is a shallow perspective on influence. In fact, it presupposes that awareness and influence are the same thing. They are not. Here’s an example:

When Ashton Kutcher talks about the latest Nikon camera he is playing with or the charity he wants people to support, he is creating awareness. His influence – the ability to make me want to buy the camera or support the charity – is a completely separate type of impact.

In the same way, a full page ad for an aftershave in the latest issue of Men’s Health creates awareness for the product. Its ability to influence me to go out and buy it can’t be measured or predicted by just looking at the ad, studying the magazine’s circulation, and polling readers about the influence of full page ads in their favorite magazines. The ad’s influence can only be measured if you also take into account the receiving end of the message. The secret to influence measurement lies with the influencees, not just the alleged “influencers.”

Focusing on the push aspect of influence misses the second half of the puzzle: The matching piece in the influencee’s head that clicks with the “push” element and says “yes, I accept this advice and find myself influenced by it.” Think of it as two puzzle pieces: one male, the other female. Push is male. Pull is female. Influence only works when the two pieces are mated to form a whole. Only measure push (the male piece), and you’re measuring noise, reach and potential influence. Only when you start also measuring pull (the female piece) can you start to measure impact and true influence.

Below is an example of a message pushed by a Klout Jedi (Score of 100) being blocked by a potential influencee who just doesn’t view his interlocutor as an “influencer” in spite of his outstanding Klout score:

Below is an example of the same message pushed by the same Klout Jedi, being allowed by a potential influencee who has chosen to accept him as an influencer:

What is the difference/variable between the two? The attitude of the influencee. The “influencer’s” message, tone, attitude and Klout score were the same in both circumstances. Yet the outcome between both scenarios is radically different. Why? Because influence isn’t solely about push.

What this means: If you expect to measure (and predict) influence, you must measure push and pull. You must measure not only outbound messages and their source (a pro-“influencer” top-down view of influence), but also inbound messages and their recipients (a pro-influencee bottom-up view of influence). You have to measure both.

And that’s just for starters. In all of these discussions, we’ve assumed (for the sake of simplicity) that the relationship between influencers and the rest of the twitternets was an A and B proposition. As it turns out, everyone is both an influencer and an influencee, with varying degrees of 360 potential inbound and outbound influence. When you start thinking about it in that way, you have to start to model influence dynamics in 3D, then in 4D (time being a factor). Pretty complex stuff. For a 2D slice of how multi-level influence works in the real world, check out David Armano’s brilliant  “influence ripples” graphic:

 

Source: David Armano's L+E blog

Imagine that someone like Justin Bieber would be a 1, while you and I fall somewhere between a 3 and a 4 (or even a 23, not shown in the graphic). Note that influence a) doesn’t just move in one direction b) comes from a breadth of sources with varying degrees of macro-influence, and c) can overlap, creating areas of compounded influence. What this latter point implies: Influence may tend to increase when more than one trusted source repeats the same message. In this way, validation from a community of peers with low overall influence (let’s call them micro-influencers) may be better received than messaging from just a single macro-influencer.

I guess we will have to revisit the concept of macro-influence vs micro-influence some other time, but I hope you will give the subject some thought before then.

In closing…

Until tools like Klout, PeerIndex and even Twitalizer take into account both sides of the influence mechanism, they won’t be measuring influence. Not really. And neither will you. Don’t be fooled by the promise of simplicity and magical measurement: Understand what influence is and isn’t. Lean what measurement tools can and cannot do. Don’t hesitate to ask difficult questions and go look for answers where no one has thought to before. Don’t fall for hot new marketing religions without first understanding what is myth and what is real. Learn to use tools like Klout like they were meant to be used: Cleverly.

And most important of all, be patient. Social media platforms and the tools that allow you to measure activity and influence there are in their infancy. Digital insights tools will get better over time. Just like it takes years to turn a padawan into a Jedi, the degree of functionality we would like to have at our fingertips won’t happen overnight. In this as with all things, patient you must be.

Cheers.

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And if you haven’t already, don’t forget to pre-order Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech / Pearson). Available for pre-order now on Amazon.com and at Barnes & Noble, and on the shelves next month at fine book sellers everywhere.

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You want results? Time to start re-investing in people

“I never knew what I wanted, except it was something I hadn’t seen before.” – Robert Altman

Today is a writing day, but not here. I have a deadline looming – a sizeable amount of content to transfer to the page one tap of the keyboard at a time – so the next few posts will be drawn from the vault. Yes, we will resume our Psychology of Failure series, but not today.

Today, let’s instead talk about how to really get a competitive edge by hiring the right kind of people. Edelman Digital’s David Armano would call them T-shaped people, or even Sun-shaped people. He isn’t wrong. The point is: A company is only as good as the sum of its parts. And by that, I don’t mean equity, technology or assets. I mean people. Invest in people, really invest in them, and your company will soar. Hire on the cheap and treat them like asses in seats, and your company will falter. It’s that simple.

What do you think makes Apple great? Trust me, it isn’t their servers or cool offices. It’s people. People come up with the ideas. People turn concepts into reality. People fight for their projects and make sure they happen. People invent, design and perfect the iPod, the  iPhone and the iPad.  People explore new ideas and figure out what the next big thing is.  People make customers feel special. People either make or break companies and brands, from the CEO to the greeter, and from the designer to the cashier.

It’s always been like this. Social Media didn’t invent anything. “Putting the people back in business?” Why did you ever take them out to begin with?

“If I complain about a traffic jam, I have no one but myself to blame.” – Steve Wynn

Neither my posts, my wisdom nor my ideas emerge from a vacuum. Everything I have learned until now and everything I will ever learn in my life will come from doing, learning, experimenting, and from listening to people who tried to do the same thing in different ways before I came along.

I often hear people lament over the fact that there are no truly original ideas left. They’re completely missing the point. The importance some people attribute to the originality of an idea is completely overblown. It’s an ego trip. They’re just disappointed because they couldn’t be known as the guy who came up with it.

The next big product won’t be a completely original idea. It will be an original take on a dozen old ones. What was the first iPod: A portable CD player without the CD. What’s the iPhone: A phone that does more than other phones. What’s a venti latte from Starbucks: A 20 oz cup of coffee with a Starbucks logo on it. What was the first light bulb: A candle without the candle.

Truth: What makes an idea good isn’t how original it is. It’s how good it is and how well it works.

Who cares if you were inspired by a dozen things other people did? Who cares if you borrowed from artists and designers and engineers who solved a problem or created something great twenty years before you became the precious little center of your mother’s world? That’s how it works. You go out into the world and get inspired by other things. To take bits and pieces of things that work somewhere else, and you adapt them to your needs, then piece them together to create something better.

Great ideas, real innovation, the next big thing, no one is going to come up with them sitting at their desk, brainstorming with a roomful of  suck-ups.

Great ideas, real innovation, the next big thing, they’re all out there, waiting to be pieced together like a puzzle. And the puzzle pieces, they are scattered all over the place. How are you going to find them? In a meeting? During a powerpoint presentation? At the end of a RE:RE:RE:RE string of emails?

You want to find out how to get better at customer service? Take off the suit, get in your car, and go talk to your customers. Better yet, become a customer all over again. Heck, do both.

You want to find out how to design better products? Start looking at every product out there a little more closely. Things that have nothing to do with your industry. Dog toys. iPhone applications. Action figures. Tennis rackets. Bicycles. Sunglasses. Mechanical pencils. Media players. Faucets. Swiss Army knives. Even cat food is designed to look, taste and feel cool. Learn what works.

You want to find out how to become a wiser business leader? Go out and talk to people who have suffered under some really bad ones. You’ll learn very quickly how to avoid becoming the next mediocre suit with a big title.

If you’re too busy to do this yourself, then make sure the people who work for you get to do this. Give them permission to. Send them out into the world. They aren’t going to learn anything new sitting at a cubicle all day, filing papers.

“If you don’t go, you’ll never know.” – Robert DeNiro

You want to generate great ideas on a regular basis and execute on them the way Apple and Nike do? Surround yourself with creative thinkers who will challenge groupthink, uninspired corporate obstacles and collectively work together to figure out how to rock the As all the way to the Zs.

Inspiration and wisdom are everywhere. Whatever unbeaten path you may find yourself on, it’s still a path. People have been there before. Maybe the path looked very different then, but it’s still the same path. Find these people and learn from them. Since you probably didn’t have time to clear your schedule today, let me bring a little bit of that wisdom to you… but after that, you’re kind of on your own.

Very few of the little bits of wisdom below were meant to be used as business advice, which is precisely why I selected them. They’re all really about life, about decisions, about integrity, about the choices we make. But it doesn’t take a genius to see how some can be applied to customer service, to hiring, to innovation, to career management, to choosing whom to work with, and to coming out of this recession a market leader.

“If a guy doesn’t have a little gamble in him, he isn’t worth a crap.” – Evel Knievel

You don’t get to be a market leader by playing it safe.

“Let’s see what our competitors do first” is not the path to market leadership.

“Can you show us some case studies first?” is not the path to success.

Every time I hear executives speak enthusiastically about the crazy projects their junior teams are working on, I smell success. Whenever I hear career administrators dismiss ideas from junior members of the organization because they’re too bold, because they’re unproven, because they haven’t been tested by the market, because they aren’t guaranteed to work, I smell failure.

Success – just like good ideas – doesn’t emerge from a vacuum. Success is nothing but the final intelligent outcome of a thousand purposeful failures. The light bulb wasn’t invented overnight by a major technology company based in Palo Alto. Neither was the automobile.

Success is a process. It has its own architecture. Its own unique elements. Its very own DNA. Think about the quality of people you hire and promote. Are they just there to be asses in seats? Does their job consist of spending a third of their day responding to emails? Are they merely “head count,” as some companies call them? Do you truly encourage and reward initiative, innovation and courage, or do you make a process of crushing them out of your organization?

Here’s a tip: If you feed your organization average, don’t expect to get anything but average results. If you only feed your business “safe,” don’t expect to get anything but “safe” results (which means no results at all). If you surround yourself with suck-ups and cowardly little self-serving tyrants, don’t expect a whole lot either.

Fortune does favor the bold: Apple takes chances and wins. You could say the same of Pixar. Google didn’t get where it is by playing it safe. Look at what Ford has been doing for the last two years. How do you think Zappos got to be Zappos? Even Old Spice, for that matter, took a chance and scored big – turning a tired, irrelevant brand around with a few deliberate strokes of genius and a healthy dose of courage. Where do you think all of this started? With decisions. Decisions made by people. People who were willing to take calculated risks in order to win. People who were willing to go where no one had gone before and see how far the rabbit hole went.

Imagine where those companies would be today if they had hired unimaginative desk jockeys whose idea of advancement was to fly under the radar long enough to get promoted and just “do their jobs and go home.” Your company should be a hotbed of ideas, not paperwork and reports.

Invest in your people. Treat them like kings. Give them what they need to make you next year’s success story. If there ever was a secret to gain a definitive market advantage, it’s this.

But hey…

“Wisdom is knowing when to shut the f*ck up.” – Adam West

Here are a few additional tips from some people far smarter than I am:

“Courage is doing something you need to do that might get you hurt.” – Bobby Bowden

“Change is not threatening.” – Steve Wynn

“I love discourse. I’m dying to have my mind changed. I want to know, you understand? I like listening to everybody. This to me is the elixir of life.” – Jack Nicholson

“Take a bit of the future and make it your present.” – Andy Grove

“If you’re not nervous, you’re either a liar or a fool. But you’re not a professional.” – Jerry Lewis

“Hire people who will treat the switchboard operator as friendly as they’ll treat the managing director.” – Sir Richard Branson

“My definition of evil is unfriendliness.” – Muhammad Ali

“Tell the truth. sing with passion. Work with laughter. Love with heart. ‘Cause that’s all that matters in the end.” – Kris Kristofferson

“Never accept ultimatums, conventional wisdom, or absolutes.” – Christopher Reeve

“If you want results, press the red button. The others are useless.” – Homer Simpson

“Hypocrisy is a detriment to progress. There’s always a hidden agenda.” – Larry Flint

“Money doesn’t make people happy. People make people happy.” – Steve Wynn

“A nickname means you belong.” – Buck O’Neil

“Risk means guessing at the outcome, but never second-guessing.” – Mel Brooks

“The measure of achievement is not winning awards. It’s doing something that you appreciate, something you believe is worthwhile.” – Julia Child

“Nothing is just one thing.” – Carrie Fisher

This post was written to “Rhino II” by the Stereo MC’s, on DJ Kicks (From myMassive Attack channel on Pandora)

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Embracing Obstacles: A Leadership and Project Management Manifesto

“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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You are ALWAYS in Beta.

You’re always in beta. Always. If you think you aren’t, you’re already falling behind and bleeding relevance.

What does being in Beta mean? It means being in perpetual test mode. It means constantly asking “how could I do this better,” even when this worked just fine. How can I listen better? How could I improve customer service? How can I make my billing process smoother? How could we improve the UI/UX of our websites? How can I engage my user community even better? How could this brochure have been better?

I know what you’re thinking: Poor kid. He’s terminally obsessive-compulsive. 😀 (Actually, I’m just compulsive, not obsessive, but that’s a topic for another day.)

The point is this: The moment you start thinking that you have found the perfect model, the second you start adopting a “let’s not change anything” mentality, you’re screwed. The “don’t fix it if it ain’t broke” saying I hear a lot in the South is may have been pretty good advice a hundred years ago, but it isn’t anymore. Not if you want your company to stay competitive. Not if you want to see your company grow. Not if you want to see chronic improvement in everything you do.

Check out today’s video if you haven’t already. And if it doesn’t launch for you, go watch it here. (Thanks, Viddler!)

Interestingly, the “you’re always in Beta” mindset that I am talking about today seriously reminds me of the mindset athletes and coaches get into when it comes to improving performance. Say you’re currently a 24:00 5K runner, and you want to relive your college glory days by running an 18:00 5K a year from now. How do you do it? Simple: By stressing your system one little bit at a time. By challenging your comfort zone with every run. Going from 24:00 to 23:55, then 23:50, then 23:45 for the same distance, and so on. Turning up the heat and the intensity for a few weeks, then giving your body a chance to adapt. To plateau. And then starting over with a new cycle of stress and adaptation followed by a rest period. During that time, you are constantly testing your boundaries, monitoring success and failure, learning what works and what doesn’t. (And yes, measuring your progress to know what works and what doesn’t.) Pretty basic stuff.

The alternative would be to keep running the same 5K route every day at the exact same speed, in the exact same way. What would happen? Well, you would become pretty good at running a 5K  in 24:00. Comfortable? Sure. But whatever happened to improvement? See where I am going with this?

Okay, now let’s complicate things a little bit:

As a triathlete, training and competing in what essentially amounts to three sports (swimming, cycling and running) adds some pretty substantial layers of complexity. Not only do I have to figure out how to train for three specific sports, but I have to figure out how to combine and integrate all three in a way that doesn’t lead to injury or burnout. I also have to fit all three in my already busy schedule. Then I have to consider how to time my training cycles to coincide with specific races. In addition, I have to incorporate changes in nutrition and hydration based on my workouts, my training mode, outside temperatures, etc. And if I get into my head that I am going to train for a marathon, half Ironman or full-on mac-daddy Ironman, all of these variables take on a level of complexity I can’t even begin to explain in one blog post. How much Gatorade should I drink per hour in 94 degree temperatures at 80% of my maximum heart rate? How many energy gels can I absorb per hour without getting sick to my stomach? What cadence should I adopt to sustain an average speed of 21mph for 112 miles? Only one way to find out: Test it.

And I haven’t even talked about gear. Will the improved aerodynamics gained from dropping my aerobars down 2 millimeters shave 20 seconds off my 40K time? Maybe… but as a result, will my upper body’s new angle offset my hip angle enough to reduce my power output or stress my hip flexors enough that I will start cramping up 5 miles into the run? How will I find out? There’s only one way: Getting out there and testing that theory. It’s clipboard and stopwatch time for the next six weeks.

Should I go with a disc wheel or a deep dish rim for my next race? How will I know which works better for me on a moderately hilly course in 15mph crosswinds? Only one way: I have to go test each wheel configuration on a variety of courses in completely different wind conditions. Then I’ll know what works best in specific course conditions.

Rear-mounted bottle-cages or frame-mounted? Aero helmet or regular helmet? Motion control shoes or racing flats? Test test test test test. You get the picture.

Call it an occupational benefit or a pre-existing condition, but being a triathlete kind of trains you to be in a perpetual Beta mindset. And it isn’t a stretch to jump from the world of competitive endurance sports to the world of business performance. Different application, but same principles and same basic methodology: Ask, test, observe, validate, learn, repeat.

But before you do all this – the testing, the experimentation, the analysis and learning and adaptation – you have to make a choice. You have to pick a camp. You have to decide whether you are satisfied with your business performance as it is today (“good enough” is good enough for you and your customers), or hungry for improvement.

There’s no right or wrong answer here. It doesn’t matter what camp you decide to align yourself with: The one happy with the way things are or the one looking to kick ass a little more each day. What matters is that your decision work for you. But let’s be clear about the impact that your choice will have on your business: Sticking with a “let’s not change anything” mindset will not earn you more customers, increase customer loyalty or generate more sales. Where you are today is exactly where you will be tomorrow. If you’re lucky. Eventually, perhaps not next week or next month or next year, but eventually, this mindset will seal your doom. A Beta mindset, however, will help you uncover ways to innovate, earn more customers, cut costs, increase customer and employee loyalty, improve product design and performance… You name it: Whatever the opportunity to improve, do do things better and smarter, may be, you will systematically uncover it in the same way that Apple, Nike, BMW, Cervelo, HBO, Michael Phelps, IDEO, Lance Armstrong, Comcast and Zappos have.

If you want your company to be best in class, to own a market or an industry, to be the trendsetter, the example to follow, the leader in a category, you must adopt a perpetual Beta mindset. You have to constantly stress your systems and processes. You have to turn every action into a test an look at every activity as an opportunity to experiment.You have to measure, analyze, learn, adapt and repeat the cycle over and over and over again.

Question everything.

Work harder than the next guy to build the best XYZ the world has ever seen, and then find ways to make it even better.

Perfection is a process, not a milestone.

Embrace a state of perpetual Beta.

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Aventures Modernes: My trip to Boston

Thanks to the awesome folks at Radian6 for inviting me to tag along Wednesday for their “Rock Stars of Social CRM” event held in Boston, Mass – which coincided perfectly with the #e2conf. Watching how Radian6 now integrates seamlessly with SalesForce.com, effectively merging Social Media monitoring and CRM, was kind of a strategic “wow” moment for a Marketing and Social Media geek like me. (Actually, I think my exact words were “Holy $#%&!!!! You can do that?!?!?”)

Having been on the client side of the Marketing and Business Development world for years, this stuff to me is the Holy Grail of apps.

Literally, people: Mind. Blowing. (Not only the fact that you can plug one of the best CRM platforms on the market and Radian6 into each other now, but also how smoothly and seamlessly it all works for the user/manager. Chris Newton is a genius, pure and simple. I’ve been saying it for months now: 1. If you aren’t already using R6 and 2. if you aren’t driving this thing like Speed Racer behind the wheel of a Mach 5, you are seriously missing the boat when it comes to properly managing your Social Media program(s).  – By the way, I am not being paid to say this. I am not affiliated with Radian6 in any way. Just stating the obvious about the tool’s impressive, ever evolving capabilities and the super smooth U.I., for starters.)

Okay, so anyway, there’s a lot I didn’t film while in Boston (as much as I love to play with cameras, there’s something a little unsettling about shoving a camera in people’s faces every time you have a conversation with them), but what I did film ended up here. So no, you won’t get to see my very first handshake with Chris Brogan, my first hug with Amber Naslund and Anne Handley, my first laugh with David Armano or any of the really fascinating conversations I had with two dozen super interesting tweeps who also happened to be wicked smart. (Yes, I was in Boston. I mentioned that, right?) But you will see me aimlessly walking through airports, talking to my toothpaste, laughing at snoring travelers, getting lost in parking garages and even goofing off with some of my favorite bloggers on the planet. That should be worth something, right? Today’s is not exactly a business video, but hey, behind the scenes stuff can be pretty cool too. (If it doesn’t work or launch properly, go watch it here.)

I need to start going to more of these conferences. The face-to-face interractions are just phenomenal. How often do you get a chance to have breakfast with Comcast’s Frank Eliason, lunch with Chris Newton and Chris Ramsey, coffee with David Armano and drinks with so many others whose ideas, insights, questions and experiences send your brain into a hundred new directions? Seriously priceless.

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We have that under control.

If I had a dollar for every time I have heard a company either say these words or infer them, I would be driving a much nicer car.

“We have that under control.”

Sure you do. 😀

That is why you are seeing 1,000%+ YoY growth.

That is why you are the category leader in your market and enjoy 80%+ market share.

That is why your brand commands rabid, cult-like loyalty from your customers.

That is why you don’t even need to advertise anymore. Word-of-mouth from existing customers is so good that people are tripping all over themselves to do business with you.

That is why while everyone else is cutting back, you can’t hire staff fast enough to meet your massive growth.

That is why you are driving companies that used to be your competition out of business.

That is why you have already been on the covers of both Fast Company and Inc. this year.

That is why Oprah is singing your praises every other day.

That is why you already have hundreds of thousands of followers on Twitter.

That is why your CEO, CMO and other key managers are invited to speak at conferences on a regular basis.

That is why you attract the best talent from around the world without ever having to post a single position on a job board.

Yeah. You have everything under control. I can see that. The quality of your products is stellar. Exemplary, even. Your innovative spirit has helped redefine not only markets but culture as a whole. The way we live. The way we work. The way we communicate. You are the Apple or the Starbucks or the BMW of your industry.

Your Marketing communications are so fluid, organic and true that your company culture oozes from every press release, from every brochure, from every page of your website(s). It emanates from every employee. No… wait, “emanates” is the wrong word. It “radiates.” That’s better. Your company culture radiates from every single employee, from the CEO on down to the janitor, and it rings so true that people simply flock to you out of principle. Even if people don’t use your product, they love your company because of what it represents.

That’s how much you have things under control.

Your listening posts are everywhere. Every time someone says positive about your brand on the web, your community manager(s) and PR team know it, make a note of it, and even send out a little nod of appreciation. Likewise, when someone shares a negative experience or opinion, the same team immediately reacts and reaches out to the person or persons to find out how they might turn that negative experience into a good one. And that team does this flawlessly. It is fast, supremely professional and friendly, and doesn’t let anything fall through the cracks. Again, every such web interaction is cataloged, measured and reported.

Because you have everything under control.

You never ship late – and when you do, you make sure to make it right for your customers. You never make it difficult for customers to return a product or go through the warranty process. Your customer service/customer support team is among the best in the world. If you suddenly went out of business, people’s lives would be in shambles.

But when something goes wrong, the fact that you have hundreds of thousands of followers across your blog(s), Twitter, Facebook and other social web communities makes it easy for you to turn a crisis into a case study of how well companies can handle themselves when they get broadsided by an issue.

Because you have everything under control.

Riiiiiiiiiiiiiiiiiiiiiiiiiiiiiiight. Whatever you say.

Every time a corporate honcho utters the phrase “we have that under control” or “we have that covered” or “we’re good in that department,” the red flags pop out of their stupid little heads like jacks-in-the-box.

Pop. Pop. Pop. Pop. Pop.

Whenever I hear that phrase, I catch myself laughing outloud… Which I probably shouldn’t do, but I can’t help it because it is so… predictable, in a sad, foreshadowing sort of way.

This is what it must feel to substance abuse counselors every time an addict sits in their chair for the first time and says “I don’t have a problem”or “I can stop whenever I want.”

You see it and hear the words enough times, you learn to understand the depth of the associated dysfunction before the response is fully formulated… And what always disappoints, I suppose, is the degree of predictability and… banality I now associate with that type of reply coming from professionals and industry veterans who clearly should know better.

In my head, I imagine myself thumbing through a dictionary, looking for the exact definition of the word delusional:

From http://www.merriam-webster.com: Delusion (noun) di-ˈlü-zhən, dē-

Etymology: Middle English, from Late Latin delusion-, delusio, from deludere (15th century)

1: the act of deluding : the state of being deluded

2 a: something that is falsely or delusively believed or propagated b: a persistent false (psychotic) belief regarding the self or persons or objects outside the self that is maintained despite indisputable evidence to the contrary ; also : the abnormal state marked by such beliefs

And then I wonder how the clown I am having that conversation with ever managed to get promoted to a position of influence within a company whose very survival is now at stake because of either one of two things: a. Simple stupidity on their part, or b. an even less excusable and insidiously destructive ego trip. (Sometimes, both.)

To any company exec who thinks it smart to puff out their chests (even figuratively) and exclaim “we have that under control,” I say “grow up and get real”. That kind of ill-informed confidence will kill companies and brands faster than an accounting scandal or major recall. This isn’t a game. This isn’t about playing Mr. big-shot. This isn’t about “being right.”

What it is about is being smart – and that means being realistic, open-minded, and responsible.

Fact: No company has “it” figured out. Even if it seems that you are doing “it” better than everyone else, guess what: You can still do it better. And just because you do it well now doesn’t mean that you will still do it well in six months. Conditions change. Customer needs and expectations change. Your company’s staff and culture changes. Doing “it” right is as ephemeral a thing as breaking a world record. It comes and goes. One day you’re on top, and the next, poof. You have to readjust.

Companies should always be in the process of re-adjusting.

In the military, complacency and false confidence will get you killed. The business world is no different.

Show me a guy who thinks or runs a team under the delusion that he has everything under control, and I will show you a disaster waiting to happen.

All of that aside, what really tugs at my curiosity is this: What is so hard (for a good chunk of corporate executives) about simply accepting the possibility that maybe – just maybe – they haven’t thought of everything.

Maybe the Titanic isn’t truly unsinkable.

Maybe winning the war in Iraq isn’t that simple.

Maybe Apple without Steve Jobs or the culture he built can find itself circling the drain inside of five years.

Maybe poor leadership can kill or severely endanger major companies like Enron, GM, AIG and Circuit City.

Maybe iconic lovebrands like Levi’s can go from global Top 10 to WalMart sales bins in les than a decade.

Maybe platforms like Google and Twitter can make your business model completely obsolete inside of 24 months.

For every one of these stories and thousands more, there was a guy who thought he had things pretty much under control… when he really didn’t.

Maybe the first step to getting your company out of the ditch is realizing that you’re in the ditch to begin with. Just because the engine makes a sound and the needle reacts when you put your foot on the accelerator doesn’t mean you’re actually going anywhere.

And maybe the second step to getting your company out of a ditch is accepting the fact that you need expert help. Maybe a little bit, maybe alot, maybe somewhere in between.

So next time someone offers you advice or a helping hand, stop and think before you speak. Listen to what they have to say. The fact they they may hold the solution to a problem you weren’t aware of yet doesn’t make you any less of a man or manager or executive. You can’t think of everything. You can’t plan for everything. Not alone anyway, and certainly not from the same vantage point you enjoy day in, day out.

Stopping to ask for directions does not reflect poorly on your manhood or ability to navigate uncharted roads. Admitting that perhaps your engagement strategy could be better, that your social web strategy is really nowhere, that your staff isn’t as talented or effective or professional as you would like, that your product design isn’t as hot as the other guys… None of these things make you inept or weak or undeserving of your paycheck.

Pretending that everything is perfectly under control, however, does.

So next time you find yourself across a desk or coffee table from someone like me and they ask you how you’re doing in a particular area of your business, instead of putting up a wall of self-destructive bullshit, why not turn the tables on them instead, and ask them… “I don’t know. What do you think?”

1. You will get the benefit of an expert opinion – which you can still choose to ignore if that floats your boat.

2. You might actually find yourself in a position to gain a competitive advantage and improve your business for the first time in six months (or longer).

1 in 7 companies will typically jump at the opportunity to partner with someone who can help them gain a competitive advantage and come out of a challenge smarter, stronger and better. The other 6 will usually wait and wait and wait while things get worse, because well… you know… they have things under control.

Trust me: If you really have things under control, I won’t reach out to you. You don’t need someone like me. You’re doing fine. But if I tap you on the shoulder and invite you to chat, maybe – just maybe – you might want to put your own Fortune 500, global brand management genius, 5th Avenue ego aside and listen to what I have to tell you for a few minutes.

Believe it or not, you might actually benefit from the exchange.

… or you could just blow me off and continue pretending that you have it all under control.

It’s a whole new week: 1 out of 7 businesses is already getting ahead of the rest. Pray that you are among them.

Happy Monday, everyone. 😉

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New rules, new skillset

The topic came up in conversation yesterday: What grouping of skills and experience should a company look for in a Social Media manager or director? I have to confess that my answer sounded more like a list than anything: Marketing communications, PR, community management, blogging, account planning, business development, reputation management, brand management, brand insights and market research, web savvy, etc. And while I was going through my little skill mapping exercise, I suddenly remembered that we had touched on this topic about a year ago – not in terms of social media, but more along the lines of new marketing. Let’s run through it again:

You probably remember Tim (IDEO) Brown’s Strategy By Design article in Fast Company back in June of 2005. (You know, the one that mentioned T-Shaped people.) The article shed some light of the fact that innovative companies – or rather, companies who have shown an ability to innovate regularly – tend to favor hiring T-shaped people and fostering the types of cultures that work best for them, over hiring and managing employees the way our grandfathers did, which essentially consists of assigning specific linear jobs to people who were trained to perform the specific functions of these jobs – no more, no less. (The good old nose to the grindstone mentality.)

It went a little like this:

“We look for people who are so inquisitive about the world that they’re willing to try to do what you do. We call them “T-shaped people.” They have a principal skill that describes the vertical leg of the T — they’re mechanical engineers or industrial designers. But they are so empathetic that they can branch out into other skills, such as anthropology, and do them as well. They are able to explore insights from many different perspectives and recognize patterns of behavior that point to a universal human need. That’s what you’re after at this point — patterns that yield ideas.”

Good stuff. Since IDEO pretty much pioneered the innovation by design business model, Tim knows what he’s talking about. And having suffered the rigidity and lack of flexibility of forethought commonly found in many corporate environments, I have been a BIG fan of the T-Shaped thinking concept ever since I first read about it. It has been my experience that when putting a project team together, opting for one composed of people with diverse backgrounds yields much better results than one composed of specialists in a specific field. Especially if the project involves solving a problem or improving a design or process.

But last year, Dave Armano, from the Logic & Emotion blog, gave us this, which proposed an exciting next step in T-shaped thinking evolution:

“Lately I’ve been wondering—is there another way to look at this? What if we took a more basic human truth. Most of us have some kind of passion in a specific area. For some—it’s a hobby or interest. For others, it’s directly related to their work. I fall into the latter category. If you were to ask me what my “passion is”—I would probably say that at the core, it’s creative problem solving. This is pretty broad and incorporates a lot of disciplines that can relate to it. But that’s the point. What if we start with our passions regardless of discipline, and look at the skills which radiate out from it the same way we think about how rays from the sun radiate warmth?”

Excellent point. The radial pattern is definitely an improvement on the theme of the T-shaped individual. We’re adding new dimensions here and painting a more realistic, accurate picture of the breadth and depth of talent required in today’s much more complex workplace.

Assuming of course, that the said workplace a) recognizes the value of this type of individual, b) is able to foster an environment which takes full advantage of this potential pool of talent and innovation, and c) incites these types of people to want to keep working there.

Sadly, this still seems to be the rub in far too many offices across the US… Which is where smart marketing firms, think tanks, ad agencies and professional services firms can gain a definite edge over just about everyone else.

Here’s more from Dave:

“The majority of those reaching out to embrace this trend have their roots in the UI industry rather than industrial design. While traditional product and graphic design practitioners enter the field with a foundation based on design history, emphasis on form, method and process, those in the UI field come from myriad backgrounds such as software engineering, marketing, and brand strategy. Without a common heritage and education, these designers are more comfortable working with disparate client groups and in interdisciplinary teams.”

Food for thought.

Have a great weekend, everyone.

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