Coloring the Whole Egg: Fixing Integrated Marketing

October 20, 2010 By

Three kids are selling lemonade in their neighborhoods one hot day, to passers-by.

Kid Red yells things like “The best lemonade in town!”

Kid Green yells things like “Hey Joe, how ’bout some lemonade?”

Kid Blue yells things like “It’s hot today! Get your lemonade before you head to the beach!”

Can you identify the future marketer, salesperson and PR guy? It turns out there is a systematic way of guessing. On this important question hinge many things: business vision, market positioning and corporate culture. The answer also drives a mutually-exclusive 3-way choice that sorts companies into marketing, sales, and PR-driven kinds. And perhaps most important, the mutual exclusivity means that the most seductive idea in selling, a 1972 idea known as the “Whole Egg,” (an integrated sales+PR+marketing model) originated by Ed Nay, then president of Young & Rubicam needs an update. The Whole Egg is not a white egg. One primary color will dominate. One of the three functions will always lead. Looking for balance is a recipe for failure. To get to a whole egg, you must first pick a color to paint it.

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The Gervais Principle IV: Wonderful Human Beings

October 14, 2010 By

Each of them – and they constitute 80% of humanity – is born the most beautiful baby in the world. Each is an above-average child; in fact the entire 80% is in the top 20% of human beings (it’s crowded up there). Each grows up knowing that he or she is deeply special in some way, and destined for a unique life that he or she is “meant” to live.

Series Home | Part I | Part II | Part III | Part IV | Part V | Part VI | ebook

 

In their troubled twenties, each seeks the one true love that they know is out there, waiting for them, and their real calling in life. Each time they fail at life or love, their friends console them: “You are a smart, funny, beautiful and incredibly talented person, and the love of your life and your true calling are out there somewhere. I just know that.” The friends are right of course: each marries the most beautiful man/woman in the world, discovers his/her calling, and becomes the proud parent of the most beautiful baby in the world. Eventually, each of them retires, earns a gold watch, and somebody makes a speech declaring him or her to be a Wonderful Human Being.

You and I know them as Losers. Welcome to Part IV of the Gervais Principle series. Read Parts I, II and III first, otherwise you will misunderstand (and possibly be deeply offended by) this post.

Last time, we left one of the unfortunate Clueless, Andy Bernard, staring with deep frustration and anger at the world of the Wonderful Human Beings, pining to join, but rejected and humiliated.

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How Good Becomes the Enemy of Great

October 7, 2010 By

“Good is the enemy of great” is an insight that a lot of people have stumbled upon, though I can’t trace the origin of the phrase.  It might be Jim Collins’ Good to Great, but I am not sure. A hint about the dynamics are in that book (again, an insight I’ve heard elsewhere): good people with a bad process will always beat incompetent people working with a good process.

The clue is in the word process. Process is how good becomes the enemy of great. And I mean process in its most general form, not just the rigid bureaucratic stereotype. So a specific portfolio analysis technique for picking stocks to maximize some risk/returns function, or any sort of “methodology” is a process. A 12-step program is a process. A “Maximize Your Creativity” book that deals in colorful balls and right-brained art exercises is still a process. “Be agile and improvise” is also a process. If it can be defined and written down as a prescription, with any kind of promise attached, it is a process.

Here’s why this happens. Processes (and systems) of any sort first emerge when a spectacular and undisciplined success occurs. Like a startup — XYZ Corp. say, getting wildly successful. Or the PQR basketball team racking up a string of victories. Or an actor making it big in Hollywood. First, there’s a success that attracts imitative greed. Then something very predictable happens. A “great” story is retold in ways that only capture the “good” part.

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Learning from One Data Point

September 28, 2010 By

Sometimes I get annoyed by all the pious statistician-types I find all around me. They aren’t all statisticians, but there are a lot of people who raise analytics and “data-driven” to the level of a holy activity. It isn’t that I don’t like analytics. I use statistics whenever it is a cost of doing business. You’d be dumb to not take advantages of ideas like A/B testing for messy questions.

What bothers me is that there are a lot of people who use statistics as an excuse to avoid thinking. Why think about what ONE case means, when you can create 25 cases using brute force, and code, classify, cluster, correlate and regress your way to apparent insight?

This kind of thinking is tempting, but  is dangerous. I constantly remind myself of the value of the other approach to dealing with data: hard, break-out-in-a-sweat thinking about what ONE case means. No rules, no formulas. Just thinking. I call this “learning from one data point.” It is a crucially important skill because by the time a statistically significant amount of data is in, the relevant window of opportunity might be gone.

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The Seven Dimensions of Positioning

September 21, 2010 By

I don’t like reinventing the wheel, so for months now, I’ve been trying to reconcile everything I know about traditional business (think Peter Drucker and the Harvard Business Review) with all the seductive ideas I’ve been learning from the Lean Startup movement (and I’ll admit I am simultaneously attracted to, and wary of, those ideas). Some instinct led me to focus on a single word: positioning.

It seemed to be the key word, and I think my instincts were correct. I’ve concluded that positioning, defined in a 7-dimensional way, is the single most important word in business. So what is positioning? It is a generalization of the idea of product-market fit. It is the controlled, but not deterministic, crossing of a threshold beyond which the business suddenly seems to come alive and “work.” The emotion changes from depressed to excited. The energy changes from languid to explosive. The rhythms change from weak and uncertain to harmonious, vigorous and steady. Positioning happens when a business has an “Aha!” moment, and discovers identity, profitability and sustainability.  The business has found its groove and tempo (the business word for tempo is clockspeed) Positioning involves throwing seven firing switches from “Off” to “On” position and all 7 cylinders firing steadily enough that anyone in the business can take a real vacation without everything going to hell. [Read more…]

Cricket as Metaphor

September 14, 2010 By

I am rather surprised that the game of cricket has never gained popularity as a comprehensive metaphor for work, life and business. I don’t mean localized figurative metaphors like “on a sticky wicket” (tricky situation) or “bowled over” (fell in love/was caught by surprise). I mean a broad, coherent conceptual metaphor. The way American football is sometimes seen as a metaphor for industrial organization, soccer as a metaphor for reactive and opportunistic “network” styles of decision-making, and basketball as a metaphor for an artistic, Zen-like approach to life.  I think I know why this has been the case, and why it might change in the near future.

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Morning is Wiser Than Evening

August 30, 2010 By

If I had to summarize my life philosophy in one phrase, I would pick the Russian proverb, morning is wiser than evening. The phrase appears in many Russian folk-tales. I used to read these avidly as a kid. The world of Ivan the youngest of three sons, Vasilisa the beautiful and my favorite, Baba Yaga the witch, who rode around on a stove, is a sad and pensive one, but one you yearn to visit. Morals are careless afterthoughts. Russian folktales  are primarily impressionistic little gems that create a mood more than they tell a story. If you read the stories, you get a sense of where Chekov got his more grown-up inspirations. Chekov is, to me, the quintessentially Russian writer. I’ve read some Tolstoy and Dostoevsky, but neither captures what I imagine the Russian landscape to be like, the way Chekov does.

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Interested in Guest Posting on Ribbonfarm?

August 25, 2010 By

This is a call for guest posts. Interested? Read on. The open-mic stage is officially open.

Over the three years that this blog has been in existence, I’ve rarely had people guest posting. Just 4 guest posts by my count. You can view the map of the  Guest Post trail here, and start browsing here.  It’s a rather eclectic bunch: George Gibson did a review of Predictably Irrational, Marigo Raftapoulos talked about video gaming in business, Dorian Taylor talked about his own take on the lean startup movement and Michael Michalko posted about how geniuses think.

I figured it’s time to get the guest posting thing a little more organized.

This is quite a demanding audience to write for.  But if you are up for the challenge of performing for a very tough-to-please and scarily knowledgeable crowd  (but one that is very generous with praise when it is pleased), and have something stimulating to offer, I am open to contributions.

You get noticed by a significant and high-quality audience (currently around 2300 regular RSS subscribers and about 17,000 – 20,000 visits a month), and if you can impress this lot, given the caliber of comments, you’ll get some high quality readers for your own blog and/or personal connections.  And I mean high quality. I am routinely surprised to find that some high-level exec or well-known entrepreneur, writer or professor has read something on this blog (personal high point: William Gibson, author of Neuromancer and cyberpunk pioneer, tweeting my Container Shipping post; can’t find the damn tweet now; should have bookmarked it. I doubt he’s a regular though). Scares me a bit, I admit, and I basically try not to let it worry me.

Rule #1: No purely commercial stuff or blatant self-promotion.

Rule #2: Your contribution has to be “Ribbonfarmesque.” If you don’t know what that means, spend some time reading stuff on the site.

Interested? Just cut-and-paste your contribution into this contact form. Or if you prefer, use the form to send me a proposal and if if I accept it, you can email me the thing as an attachment.

And please forward this to others who might be interested.

Venkat

p.s. In case regular readers are wondering why I am soliciting guest posts now, two reasons. First, I’ve got a VERY busy few months coming up and second, after years of wondering whether this blog has a distinct identity separate from my own writing voice, I’ve finally concluded it does. There is definitely a “Ribbonfarmesque” way of seeing the world and thinking/writing about it that many others share (the term was actually coined by a reader to describe somebody else’s work, so I am not trying to slap my brand on others’ styles!).

The Greasy, Fix-It ‘Web of Intent’ Vision

August 17, 2010 By

The Web of Intent is a term that’s starting to get tossed around a lot, and I’ve gone from being wary about it to believing strongly in it. I was introduced to the term by Nova Spivack about a year ago and was initially skeptical. Could Web ADD be reversed? Can technology give us a true knob to allow us to tune our engagement anywhere from ‘distracted’ to ‘laser focused’? From knee-jerk reactive to coolly deliberate? Actually that’s how I think of the concept: a technology model that gives users this control knob to manage their online experiences:

The evidence is slowly starting to roll in. This conceptual knob can be created through a generation of “Intent” technologies. What’s more, this knob is what will likely save the publishing and media industries.  It will also save our brains from getting fried, and create a new dynamic in the ongoing disruption of all types of information work.

As I thought more about some of the core ideas (see Nova’s posts What’s After the Real-Time Web? and The Birth of the Scheduled Web), I started to understand the power of the model.

This is where I am placing my bets. Not the 3D Web, not the “Mobile/Touch Web”, not the “Internet of Things” and not the “Semantic Web.” Those are important, but secondary. I am going all-in on the “Web of Intent” as the next main act that will reshape the Internet. As I’ll explain later, it is a gritty, greasy, roll-up-sleeves, fix-it vision, that is emerging in response to actual problems, as opposed to a vision born out of new possibilities (combined with the smoking of illegal substances).

So here you go: my primer on what the Web of Intent actually is, in terms of user experience (UX), concepts and technology. We’ll need to start by reframing what Web 2.0 actually is.

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Cultural Learnings of Blogosphere for Make Benefit Glorious Blog of Ribbonfarm.

August 15, 2010 By

I found a couple of good blogosphere conversations that took me far off my usual reading routes this week. It started with an article about whether language influences culture, Lost in Translation.  Here’s the sort of insight the new research offers:

Pormpuraawans, we found, arranged time from east to west. That is, seated facing south, time went left to right. When facing north, right to left. When facing east, toward the body, and so on. Of course, we never told any of our participants which direction they faced. The Pormpuraawans not only knew that already, but they also spontaneously used this spatial orientation to construct their representations of time. And many other ways to organize time exist in the world’s languages. In Mandarin, the future can be below and the past above. In Aymara, spoken in South America, the future is behind and the past in front.

This is Lakoff -Sapir-Whorf hypothesis territory so if you are interested in backtracking, you may want to read an old post by me, Sapir-Whorf, Lakoff, Metaphor and Thought. My online wanderings this week were sparked by two posts in this general cultural territory. The first is about a fascinating 19th century Algerian leader, Abd-El-Kader, who I’d never heard of. The other is a conversation about the use of Twitter in the Black community, sparked off by Farhad Manjoo of Slate (which was pretty much universally slammed), a subject I’d never thought about. Here’s the tour. Warning: severe online wanderlust ahead.

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