Pinterest…yes please.

I don’t know why, but I am becoming more and more intrigued with Pinterest. Yes, I know small businesses and brands are using it to promote themselves. Yes, I know housewives and moms find it to be an stimulating world of new ideas. I think I just like it because…well, I’m very visual. I think that is why everyone else seems to like it so much. I am drawn to the colors, the ideas, the inspiring words and even the cute pictures of babies wrapped in soft blankets.

The rules to Pinterest are changing rapidly as they figure out how to tame the monster. However, the simple fact that most of us are easily hooked by pretty pictures will undoubtably make this a haven for social exchange.

Follow me on Pinterest.

Related articles

• Drilling Down: What Small Businesses Should Know About Pinterest (boss.blogs.nytimes.com)

Getting confused about causation and correlation

Seth Godin’s post this morning hit the nail on the head.

Have you noticed that in most cities, every time there are lots of umbrellas, it’s raining?

From this analysis, the obvious way to make it rain is to be sure that everyone has an umbrella, preferably a black one, since that seems to be the kind that’s most visible during big storms.

The trappings of successful marketing (or successful anything for that matter) aren’t always the causes. Sometimes they are the caused. Just because Apple did something doesn’t mean that it was responsible for Apple’s success. It may be that they were successful despite some of the things they did, not because of them.

I see a lot of individuals and brands struggle with this concept. We seem to forget sometimes all that goes into success. Being open to visualize success as the result of controllable AND uncontrollable causes is key. Sometimes there are things we can proactively do to aid in success, but sometimes is it as simple as getting out of the way of what is already taking place.

Related articles

• Getting confused about causation and correlation (sethgodin.typepad.com)

Stop Stealing Dreams

A remarkable manifesto about education and how its stealing our children’s willingness to dream. And if you think this only has to with education…then you’re sadly mistaken. It has to with U.S. economics, small business, technical innovations, arts, and how we see our lives. Take the time and read it…it may just change your outlook on creativity.

via Seth Godin’s “Stop Stealing Dreams“

The economy has changed, probably forever. School hasn’t.

School was invented to create a constant stream of compliant factory workers to the growing businesses of the 1900s. It continues to do an excellent job at achieving this goal, but it’s not a goal we need to achieve any longer.

In this 30,000 word manifesto, I imagine a different set of goals and start (I hope) a discussion about how we can reach them. One thing is certain: if we keep doing what we’ve been doing, we’re going to keep getting what we’ve been getting.

Our kids are too important to sacrifice to the status quo.

You can get your copy for free

Here are four versions of the manifesto. Pick the one that you need, and feel free to share. To download a file, you’ll probably need the option key or the right click button on your mouse… ask a teenager if you get stuck.

The On Screen version

Use this one to read it on a computer or similar device. Feel free to email to the teachers, parents and administrators in your life.

The Printable edition

This is the same document, but formatted for your laser printer or the local copy shop. You are welcome to make copies, but please don’t charge for it or edit it.

Here’s the Kindle edition

You’ll need to download it and then plug in your Kindle via a USB cable. Drag the file to the Documents folder on your Kindle and boom, you’re done.

The ePub edition

This should work with other types of ebook readers, but I haven’t tested it. Your mileage may vary, and if it doesn’t work, the PDF should.

The manifesto in HTML on the web

Useful for cutting and pasting, I guess. The PDFs are easier to read.

How I built the manifesto, plus back up links

If any of the links above don’t work, you’ll find back up PDF downloads here, as well as a long-ish essay about how I built them.

“Hold onto dreams, for if dreams die, life is like a broken-winged bird that cannot fly.” – Langston Hughes

Why Do We Fear Questions?

Take a kid to the mall or the zoo for the first time and they will bombard you with questions? Why do the gorillas eat bananas…do they like ice cream? How come that lady sprayed us with stinky perfume? (Holding out $0.32) Do I have enough to get the Barbie Dream House? When are the lions going to wake up?

At some point in our life, we become too “mature” and grown to ask seemly silly questions. We become to embarrassed to raise our hands and ask, why does the same appliance cost $20 more at Crate & Barrel or is it Sprint‘s policy to treat all customers poorly…or just me?

Whether its a fear of conflict or the pure embarrassment of not knowing, we more times than not, decide to not ask. We decide to stay silent and move on. We comply to the status quo.

As consumers, its important to ask questions. Its important to know what and why things are a certain way. Its important to address concerns. As a merchandiser of goods (whether physical or service related), its also important to ask questions? Does the consumer like my product? Could I do anything to improve? Is my product revolutionary or is it just another widget that someone else could provide better and cheaper? What makes me different? Why would anyone want to pledge loyalty to my brand? Am I making a difference?

Seth Godin said, “A great question is one you can ask yourself, one that disturbs your status quo and scares you a little bit.“

Go ahead…disturb your status quo. Shake things up a bit. Whether you fail or succeed, whatever you do, don’t get stuck in the middle.

Be an Influencer

The Influencers, Trendsetters or Early Adopters are the ones who take the Innovator’s ideas to rest of the world. Innovators are rarely accepted by the masses due to the the extremity of their ideas. It takes influencers to fashion their ideas and pass them along to the early majority which in turn pass them along to the late majority and laggards.

Taking great ideas and finding a way to solve the problems and the answer the concerns of your customer, follower or fan is the key to being seen as an Influencer. It will be the reason they come to you on a regular basis. Unleash your brand, to not only provide what everyone else provides, but to awaken new ideas that will give your customer the edge. They will be forever indebted to you and your brand…as long as you continue to provide new ideas that work.

Here’s a cool documentary which will hopefully get your creative juices flowing:

http://vimeo.com/16430345

Recommended Reading: Diffusion of Innovations by Everett Rogers

Steve Jobs & Entrepreneurial Rifting

Seth Godin describes “Entrepreneurial Rifting“ as the process of fixing problems…of leaping from one broken market to another. It’s a big tear in the fabric of the rules that we live by. It’s a fundamental change in the game, one that creates a bunch of new losers — and a handful of new winners. He is a rifter in his own rite. Another famous rifter was Walt Disney, who managed to successfully find a rift in the continuum of life, to bet everything on it, and to make a profit by doing so.

Steve Jobs was a extraordinary rifter, filling a need that our culture didn’t even know we needed. He continued to push the envelope of accepted wisdom. He didn’t care about his legacy or making more money, he was addicted to rifting. Godin said it this way:

First, he realized that personal computers could serve as a tool in the home as well as in business, and he was smart enough to find the right people to build the Apple I and II. At the time, there were no headlines about how brilliant Jobs was, but he paved the way for every single desktop computer in existence today.

Jobs’s second rift was actually more difficult to seize, because it wasn’t an obvious rift. Realizing that the graphical user interface that was developed for the Xerox Star could permanently change the way that computers worked, Jobs took a huge risk and came up with the Mac. Most entrepreneurs and virtually every large company would have laughed at the sheer hubris of it: to get lucky once and then to risk it all on a rift as narrow as this! Of course, we know what happened with the graphical user interface.

Jobs’s third rift was, in fact, reminiscent of one that Disney would have jumped on. Jobs saw that computers would forever change the way that animated movies are made. And Pixar, the production company behind “Toy Story” and “A Bug’s Life,” was his bet on that rift. Having just taken my family to see “Toy Story 2,” I can tell you that Jobs is on his way to a payoff of Disney-like proportions.

The surprising thing is that just about anyone could have seized any of those rifts and built hugely successful companies out of them. Jobs didn’t know anyone in Hollywood — and he didn’t need to. His success wasn’t about connections or reputation or access to capital. In fact, being part of the company that sold the Apple II actually hindered his ability to launch the Mac, because his shareholders and employees fought the idea for years. No, Jobs succeeded because, like all rifters, when he saw an opportunity, he was single-minded in his focus and in his desire to take advantage of it.

The question arises…will you be a rifter, an innovator, a creator or will you continue to be a worker ant, a follower accepting status quo and conventional wisdom? Will your brand leave a dent in the universe or is it merely another look-alike company trying so hard to repackage what someone else has already presented?

“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.” – Think Different, narrated by Steve Jobs (February 24, 1955 – October 5, 2011)

 

Branding & Public Education

I was reading Seth Godin’s blog earlier this week (by the way, I highly recommend it) and came across an article on his post-industrial view of universal public education. Seth shares how many factories insisted on child labor because they simply couldn’t afford to hire adults. The trade (in creating child labor laws) was to allow kids to learn the skills necessary to be the best possible factory workers.  Large-scale education was never about teaching kids or creating scholars. It was invented to churn out adults who worked well within the system.  Of course, it worked. Several generations of productive, fully employed workers followed.

“Part of the rationale to sell this major transformation to industrialists was that educated kids would actually become more compliant and productive workers. Our current system of teaching kids to sit in straight rows and obey instructions isn’t a coincidence–it was an investment in our economic future. The plan: trade short-term child labor wages for longer-term productivity by giving kids a head start in doing what they’re told.” – Seth Godin

What does this have to do with Branding?

In any industry, workers have learned to accept status quo and comply with what society deems relevant. One of the first questions I ask my clients is, “what makes you different…what sets you apart?” It may seem like a silly question, but in a world obsessed with task driven status quo…consumers secretly long to break rules and try something new and innovative. Is your brand similar to our public education system…set up to create machinists and followers, or is your brand offering consumers the opportunity to reach beyond the walls of conformity and self-martyrdom.

Of course being different just for the sake of being different would help no one. Innovation is only successful when it propels one into a better life.  Differentiating you from all those folks out there who try to do what you are doing and pinpointing exactly why you do it better is key. What makes you different? Why is your brand unique? This is your brand’s essence; the inner workings of your brand’s character.

For the record…my wife & I are heavily involved in our daughter’s school and are working hard to make sure that her and her friends have ample opportunity and support to change the world.

Related articles

• Back to (the wrong) school (sethgodin.typepad.com)

Your Brand and Google Plus

It was just a matter of time before Google finally took a a good stab at social media (buzz and wave were not anywhere close). Google Plus will probably be full of the technically savvy in the beginning and the majority of people will continue to connect via Facebook. Since Google rules the search engines (still #1), it may well be in your interest to setup a home on Google Plus. Here are 9 ways you can market using Google Plus. Keep in mind that Google Plus profiles do NOT yet exist for brands and businesses (and they have kicked a few out for trying). They are adding this soon, but for now, you, as an individual, can jump in and utilize the heck out it.

1. Setup a strong profile. Your entire Google Plus experience starts with the profile. Just like on Facebook, your profile is key, so spend some time building it correctly. Start with a good headshot. And, if you think the advice is commonplace, just look at some of the pictures on Google Plus now. When you show up in people’s steams, all they will see is a thumbnail. So, choose something where you really stand out. Craft your introduction well. Make it so that people would want to add you to their circles. And, Google Plus allows for live links in the introduction itself, so make the most of it. Add links to your website, blog, LinkedIn profile, etc.

2. Add relevant and remarkable images. The speculation is that Google will index the pictures you share (unless you’ve kept them private). So, use images you want found in the search engines. If you are a speaker, add pictures of you speaking. An author? Add pictures of you at your book signing. The idea is to convey the right brand image.

3. Make sure your profile is OPEN to search. This is key, since Google reigns supreme in the search world, the chances are that your profiles will be indexed VERY quickly. When you hit edit profile, the very last item on your profile is “Search Visibility.” Make sure you have checked the box that says “Help others find my profile in Search Results.”

4. Optimize the links to the right of the profile using keywords. Again, a great SEO feature. What are the chances that Google will value these links highly? Pretty good, I’d say. If only to encourage people to use Google plus. On the right hand side of your profile, you can add links and the text that goes with it. Make sure you use the RIGHT keywords to connect to your website.

5. Use “Circles” to communicate with clients, prospects, media, etc. This is perhaps the greatest Google+ selling point. Most people’s lives have layers – professional, personal, acquaintances, etc. Google Circles allow you to make the most of the layers. For example, you can create a circle for prospective clients. And, then cater specifically to them with industry news, a solid case study, etc. (Tip: While Google will inform a person that you have added them to a circle, it won’t tell them which circle.)

6. Use +, Comments, and Share to boost relationships. At the heart of all good social media marketing and networking lies the power of relationships. As you interact with others, show support for their ideas. The +1 on Google is akin to “Like” on Facebook. You can also +1 and comment when you see fit, and you can also SHARE within your own stream. Add the +1 to your blog / website as well.

7. Hangout with your team. Google Plus is a hot bed for market research right now. People are a LOT more engaged there right now because it is a new playground. It reminds me of Twitter in the early days. Google hangouts incorporates video chat with circles. Want to invite your team for a quick Monday morning meeting from your cabana at the beach?

8. Get a custom URL to share your Google Plus profile. Just like the early days of all social networks, there will be a huge rise initially as people try to fill up their circles. And, as time goes on, this will slow. Make it easy for people to follow you, get a custom URL. You can do so at http://www.gplus.to.

9. Google Plus goes mobile. Whether you are an Android junkie or one of the Apple-head iPhone fiends, Google Plus has an app for you. For Blackberry, Windows Mobile or Nokia/Symbian users you can utilize the Google Plus Mobile.

BTW: Find me on Google Plus at http://www.gplus.to/Swodeck and connect.

NOTE: Right now Google+ is in BETA and you can only get in if you have a public google profiles account or gmail. 

Creativity on Demand

Most of us are really creative (whether you believe that or not)…all the time, however we have been told that in order to be effective we must sort of shut that part down. When asked to pull from it, we can be confused and frustrated. Setting aside time in your day to unleash the creativity within…everyday, even if you think you don’t need to…is part of the key.

Diving into the “realm of possibilites” without allowing excuses or difficulties to control your session is an amazing discipline.

Alice laughed. “There’s no use trying,” she said: “one can’t believe impossible things.”
“I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”
(Through the Looking Glass, Chapter 5)

Turning the creative madness into effective ideas that will change the world is the next step. Take your new creative ideas (as strange as some of them may be) and set milestones and a definitive goal.

Do this everyday. Choose which ideas are worth working on in the now…and which ones should be tabled.

As far as “on demand” goes…well, sometimes I feel life is like trying to focus intently on a thin line in the middle of a busy freeway of ideas. Like a kid with A.D.D….doing my best to focus. When provoked for an idea…it seems it may be as simple as looking around you…eyes open and grabbing all you can, like a an old lady in a game show money machine.

A new book by Todd Henry named, “The Accidental Creative” was referred by Michael Buckingham of HolyCowCreative on a post. It’s a book that supports you in establishing effective practices that unleash your creative potential…every day. Sounds like a great book…I’ll put it next to my signed copy of Linchpin…you know, so they can play.

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