Let out your creative beast

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Social business

I don’t know about you but I’m hungry for real world  stories about how companies are infusing social principles into business strategy — and measuring the results in a way that makes sense to the CEO.

Next month I’m producing a conference for The Conference Board that focuses this. The Conference Board people just told us that  there are only a limited number of seats left, so register soon. Here’s why:

  • JetBlue’s CMO  is talking about new social competencies needed to lead
  • Humana is showing how to make social part of innovation
  • Kimberly-Clark and American Express are cutting through the data and talk analytics and measurement
  • FedEx is sharing how one of the biggest companies in the world is changing customer service
  • CEO Jim Lavoie is explaining how to change a corporate culture

And we’ll have other company folks talking about essential social practices, disruptive tools, and how work with  legal to innovate while minimizing risk.

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Favorite quotes: BIF-5 Innovation Summit

Here are some of my favorite quotes from this weeks BIF-5 Colloaborative Innovation Summit:

“Most products today have no emotion. They just stare at you like a coyote with a blank stare.  Ever have a mammogram? That’s a coyote experience.” Bob Schwartz, General Manager of Global Design, GE Healthcare

“ If you’re in business you’re in politics. you’re trying to get your customers to vote for you every day.” Alan Webber, author, journalist

“When and were are you when you have good ideas? Find out, writ it down, and then structure you life to be in those productive environments…Cognition is about place.” Bill Buxton, Principal Researcher, Microsoft Research

“Products are the experience that they engender.” Bill Buxton

“Men die more from embarrassment than pathology.” Michael Samuelson, President and CEO, The Health & Wellness Institute, on how men typically deal with their health issues

“Were always speaking to every audience” Ethan Zuckerman, Founder, Global Voices, on social media communications

“Silicon Valley not the only place disruptive innovation can happen.” Jay Rogers, President, CEO & Co-Founder, Local Motors

“If we continue doing things the same way, we’ll continue getting the same results.”  Helmut Traitler, Vice President of Innovation Partnerships, Nestlé

“The next revolution will be materials meets IT.”  Neri Oxman, MaterialEcology.com

“At Hasbro disruption not just acceptable, it’s expected.” Gina Malone, Hasbro

“Let’s not ask people to make radical health behavior changes and instead tape into what they already like doing…healthcare is enabling people to do what they want to do.” Greg Matthews, Director of Consumer Innovation, Humana

“Falling off a cliff is a good thing. I highly recommend it…. Outputs matter, not the process or technology. Technology, like Twitter, is not delivering change in solving world conflicts.” Carne Ross, Founder and Director, Independent Diplomat

“Play is a way to understand and learn” Matt Geiger, Simulation Expert, Host, Spike TV’s Deadliest Warrior

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10 takeways from BIF-5, Collaborative Innovation Summit

ShannonBIF5JPEG

Every year some of the most brilliant minds from business, science, art, technology, education and government come to the Business Innovation Factory’s BIF Collaborative Innovation Summit in Providence, RI for two days to share their stories about innovation. It’s sort of like the TED conference, but more intimate and relaxed. But, like TED, it blows your head off with new ideas. There are no rules, best practices, methodologies, how-to presentations. Instead, each person takes away something meaningful to them.

Here are 10 patterns and my personal takeaways from the 39 diverse speakers:

1. A positive view:  people who make new things happen are positive people, yet grounded in realism and a splash of skepticism. They don’t just see the glass half full; they see a tank half full. Their wrinkles indicate that they laugh more than worry. They want their work to make a difference.
2. Anger fuels action: anger fuels people to do things. Carne Ross, the Independent Diplomat, quit the British Foreign Service due to his anger over how issues in Iraq and Kosovo were handled by official powers, like the British government and the United Nations. MOMA’s Paola Antonelli nailed an interview that led to her position at the Museum of Modern Art by angrily addressing an interviewer’s dismissive statement on design. “Anger can make you do interesting things. Beneficial good can come from positive anger,” she said. Jay Rogers, CEO of Local Motors, started an open source automotive company based partly on his anger with America’s dependence on foreign oil – and his tour of duty as an elite Marine sniper in the Middle East.
3. Focus on the outcome: these people see possibilities, focus on realizing the big outcomes, and don’t worry much about any “right” way to get to the outcomes. As Alan Webber, so-called world detective and co-founder of Fast Co., said, “ There are those who want to do something and those who want to be someone. My advice is to do something vs. be someone.”
4. Sacrifice: inventing, creating and accomplishing require heavy lifting and personal sacrifice. If you want to “do” meaningful things, you have to be ready sacrifice – whether that sacrifice is money, ego, security, parental approval, and alienation from peers. So many of the speakers have jumped off secure cliffs, not knowing where they’ll land, and, frankly, not caring about the landing because the figuring-it-out-while-falling is where so much new thinking and creative approaches happen.
5. Cut through the b.s.: People who make things happen cut through the b.s. and tell it straight up, no pussy footing around.  They don’t couch a problem in jargon or bureaucrat-speak. Roger Martin, dean of the Rotman Management School at University of Toronto:  Business schools today are turning out “jargon-spewing economic vandals.  Stephen Trachtenberg, retired president of George Washington University: “Universities are in more denial than any other institution in society today… How did we get so outer directed that we let magazines like US News & World Report tell us how to run our law schools?”
6. Let go: Creating innovative ways often requires letting go of assumptions and presumed wisdom, Greg Matthews, director of consumer innovation at Humana, decided to not focus on “wellness” and getting people to make behavior changes like every other health insurance company trying to reinvent themselves. Instead Humana is creating new services that tap into what people already like doing, like offering cities bike sharing programs, creating games for health, and developing social media health applications.  Echoing the need to let go and look at issues differently was Richard Saul Wurman’s advice that “embracing ignorance is the only way to embrace a new project.
7. Slow way down: This was a shocker. Jonah Lehrer, science writer and author of How We Decide, talked about neurobiological research that proves that the mind needs to be quiet and in a state of relaxation to produce insights.  If you’re too focused, your attention will drown out the quiet mind, the right hemisphere “insight machine.” Jonah explained that there are two characteristics of those “aha’ moments of insight.  They are mysterious; the subconscious throw up the idea out of nowhere. And we have a feeling of certainty when the “aha” happens, we just know it’s the answer we’ve been searching for.
8. Revere humility: I’ve spent too much time in Silicon Valley and VC conferences where hubris reigns. (Merriam-Webster defines hubris as “exaggerated pride or self-confidence.”)  The people at BIF-5 were so incredibly accomplished, doing big things for our world, but humility was a marked characteristic. This vulnerability is a way to stay open to possibilities and new insights. My guess is this vulnerability also attracts talent. followers, supporters, fans and customers.
9. Stay grounded on the right questions: Almost every speaker kept saying, “ So the question I kept asking myself.” Or,  “ the question that needs to be answered is…” Good questions trigger good ideas.

Alan Weber recommended that we all “ask the last question first,” defining business victory before setting out on creating and running the business. Knowing what victory is – whether for our careers or our businesses — helps guide decisions.

Nell Merlino, founder of Take Your Daughter To Work Day and CEO of Count Me In, a non-profit helping women entrepreneurs, asked, “why do half of women-owned businesses never grow beyond than $50,000 a year. The answer to that key question is helping her organization focus on how to help women grow their businesses. (The two greatest obstacles: women are afraid to hire people and they think that if they pay attention to the numbers, their dream will die.)
10. Make it fun:  Invention is serious fun.  Humana is designing games to help people manage health. NYU’s Natalie Jeremijenko is creating wacky, fun ways to get communities involved in solving environmental health issues, like being able to text fish in the East River. (I didn’t quite get it, either.)  Sarah Endline is making sweetriot candy because it’s fun and because it helps farmers in developing countries achieve economic independence. Bill Shannon, CEO of kidney dialysis company DaVita, a Fortune “Most Admired” company, appeared on stage dressed as one of the Three Musketeers. (His picture is above.) Part of his message is that companies need to create environments where people share, learn, personally succeed, and have fun. “The work we do is so hard that we need to create the most fun work atmosphere.”

The Business Innovation Factory will be posting the videos of all the speakers within the next couple of weeks. Check them out here. Then, put it on your calendar to come to Providence next October. You will be inspired.

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Renting eyeballs or owning the customer platform?

raisedhands

Seth Godin nails the big, big change in marketing in his post, “The platform vs. the eyeballs”: it’s not about renting customer “eyeballs” by advertising in media, whose purpose is aggregating a big volume of eyeballs. And where you might get a .5% conversion rate.

Value comes from owning your own platform, e.g., a communities, blogs, and filling it with people who people who want to hear from you, and maybe getting 90% conversion rates.

Suddenly the new media comes along and the rules are different. You’re not renting an audience, you’re building one. You’re not exhibiting at a trade show, you’re starting your own trade show.

If you still ask, “how much traffic is there,” or “what’s the CPM?” you’re not getting it. Are you buying momentary attention or are you investing in a long term asset?

The challenge we’re seeing is that marketers are measured by old metrics, so they don’t have the time or interest to build a platform of fans.  The measure of big volumes still dominates — we have  40,000 page views a month, we had 800 people register, we had 4,000 people watch the video.

But, as Godin points out, this is momentary attention. To build interest and affinity, marketers have to give to get, constantly providing value in new ways to customers and potential customers.  They have to be more interesting to get interest.  This new fan-based marketing is expensive and hard work. But those companies who do it will ultimately realize much greater ROI on their marketing investments.

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What I learned on my annual "do something scary" time out

Every year I take a class that scares the bejesus out of me. In doing so I always learn more than I thought possible and learn about things I didn’t think I was signing up for.

Last week I took a writing/performance class at Kripalu led by actor-performer Ann Randolph. There were 18 of we  “students,” all from so many backgrounds — librarian, Broadway musical actor, therapist, retired pediatrician, eco-travel planner, nurse, rehab counselor, choreographer, English teacher.  As always, I wondered the first Sunday night, “what’s a marketing chick like me doing here?”  Well, sure it was my passion for exploring some new writing voices. And finding ideas and courage to move along a wacky idea about a performance piece about finding the middle management escape hatch.

But what I learned about business from six days of intensive writing, improv, listening and sharing was this:

1. Creating environments of trust: the talent and stories that emerged from the class got richer, more adventures and more engaging as the week went on. The reason for this is that Ann created an environment of trust, where it felt safe to reveal and try out  ideas and characters and know that you — the person — would not be “judged.” Do we as managers spend enough time nurturing trust so that people do take risks? So that innovation can happen?

2. How to give good feedback: After each person read his or her piece Ann started the feedback, focusing on two things: what I liked…what I would like to see more of.  There was no commenting about the content in class. If you wanted to get into that you had to take it offline with the person during meals.  Commenting on the work, not the person helps improve the work because it’s not about the person. So basic, yes, but so forgotten during our day to day work.

3. The listening thing: I’ve written so much about listening as a marketing strategy, but boy did I “get” listening in a new way when we had to do improv exercises where you really need to be listening to the other person or persons in the situation in order to add the next bit.  In life and business I guess we’re too often thinking about what to say next as we listen.  The improv work made me appreciate that listening means turning off that little gabby creature in the head and tuning in with all of you — feeling what’s being said even more than hearing what’s being said. The feeling thing clues you in to what is really meant.

4. I dare you: how often does someone give you permission to think or write or act about something taboo? In business, maybe never. To me, being given permission to let it rip about taboo or politically incorrect topics — or something that really pisses me off — opened up so many ideas, and did so really quickly.  Blogging has helped many of us dip our toe into this, but I can now see so many constructive ways to build this into marketing planning and problem solving.

5. Seeing patterns emerge: the more you write, the more you see what you like, what interests you.  Patterns emerged from everyone’s writing over the six days, kind of gently slapping everyone in the face about the story they want to tell.  Same thing can happen in business. I’ve blogged about marketing now for six years and asked our college intern to scan through the blogs and summarize the patterns. Unbelievably fascinating, and a signal about where my business passion lies. And, as we all know, when we focus on that passion zone, really great work happens.

6. Play more. During a yoga dance class at lunch an instructor teaching the Cha-cha said “sometimes it’s easier to follow directions than play.”  I literally stopped dancing, and said to myself, “No Way.”  Being able to play with no or few rules, gives us permission to find new ideas. The rule thing shuts it all down.  It’s hard to put aside the “rules” and the “this-is-how-you-do-it”  that have been ingrained in us.  And if you’ve been successful, putting aside the “this-is-what-makes-success” is even harder.  How as managers can we temper the rules?

7.  Weird environments: The class was held at Kripalu, a yoga and spiritual retreat center in western Massachusetts. Lots of nuts and granola. No meat, no sugar, no alcohol, no wearing shoes in the meeting  rooms — and no conference tables or chairs.  Sit on the floor, people.  Wireless connectivity at night sometimes, but other times no access. No cell phones allowed in the main building. Being in such a different space frees you up and lets you leave your normal patterns and that leaving is where you find the new. (Though, Julie and I did do a secret wine run on Thurs. night, sneaking it in the back door, where we all had a glass in little plastic cups. The sneaking and acting like little kids was actually much more fun the wine itself.)

8. Feel the hands. Bill Moyers once asked Joseph Campbell, “Do you ever have a sense of being helped by hidden hands?” To which Campbell replied:

” All the time. It is miraculous. I even have a superstition that has grown on me as a result of invisible hands coming all the time — namely, that if you do follow your bliss you put yourself on a kind of track that has been there all the while, waiting for you, and the life that you ought to be living is the one you are living. When you can see that, you begin to meet people who are in your field of bliss, and they open doors to you. I say, follow your bliss and don’t be afraid, and doors will open where you didn’t know they were going to be.

During the week at “camp” my agent called to say that my book proposal — a radical departure from any business writing I’ve ever done — is seriously being considered my a major publisher. The proposal has been out for eight weeks without a bite. Then last week while at this amazing writers workshop the call comes.  Talk about invisible hands.

It’s back to busines now, but I feel so fresh. Fresh in the “new” sense — not fresh like a kid. And, funny enough, marketing looks a whole lot more interesting.

I recommend scary vacations.

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12 rules for bringing 'social' business

This week I met with a big global think tank that is evaluating social media strategy proposals. All the proposals focused on tactical items like creating a Facebook page and Twitter feed and none addressed high value opportunity areas that would provide additional value to the organization’s clients and/or create new business models.

Then I came across Dion Hinchliffe’s blog post where he also laments that people are missing the bigger opportunity for social business, where the greater value lies.  He also provides 12 excellent rules for taking your business social. Check out his post for details, but here are the 12:

  1. Social businesses are made of people.
  2. The right tools and infrastructure naturally enable good social business
  3. Foster conversations with your customers, partners, employees and everyone else that’s interested.
  4. Popular social channels and services are important but are the smaller part of the social business story.
  5. Put the community first.
  6. Add a social dimension to your business process.
  7. Rethink your views on intellectual property in a highly social world.
  8. You manage to what you measure; use a social yardstick.
  9. Do not use social channels for traditional push communications.
  10. Censorship kills participation.
  11. If you’re not sure where your organization ends and the network begins, you’re doing it right.
  12. Healthy social businesses explicitly extract value from the network.
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Odd CEO behavior

This week Beth Israel Deaconess CEO Paul Levy did something unusual for a CEO. When faced with layoffs he asked his employees for ideas on what the hospital could do to protect lower wage earning employees– the hard working transporters, food service workers, housekeepers.

That’s right, asked an auditorium full of employees for their ideas. Talk about respecting your people and valuing their counsel.

And, boy, did he get ideas.  A floor or nurses unanimously volunteered to give up their pay raise. A finance guy suggested working a day less a week. The ideas kept coming after the meeting — almost 100 emails an hour to the CEO.

Boston Globe columnist Kevin Cullen wrote a beautiful column today about Levy’s bold leadership step, “A head with a heart.” Don’t miss it. Levy is an example of leadership for a new era, where CEOs trust, embrace and collaborate with employees to together do what’s best for all. Where participation creates solutions far more creative and accepting than those in the old command-and-control model.

“Paul Levy is trying something revolutionary, radical, maybe even impossible. He is trying to convince the people who work for him that the E in CEO can sometimes stand for empathy.”

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Legal and social media

What’s stopping marketing innovation?  This cartoon depicts the biggest obstacle for most big companies.

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