May 25, 2010 | Customers, Marketing, Social Media
A newish term to describe the capacity of consumers to respond, and to initiate change, and it is having a huge impact on the demands on the people running the marketing efforts of all organisations, and the breadth of their responsibility within those organisations.
Suddenly, because of the reach of the net, marketers are being asked to create startlingly different products in order to remain differentiated from the competition, whilst being socially and ecologically responsible, but still meeting the financial metrics that dominate organisations.
In most cases, this is a very big ask, marketers are usually as bound by the successes of the past as anyone else, consumers need to push them to new solutions by rejecting the old ones.
May 18, 2010 | Innovation, Marketing, Strategy
Digital interactivity has moved to the centre of marketing strategy. The launch of the iPad by Apple has moved it noticeably.
I have not seen one, just read the reviews, and when you sift through the hyperbole, it seems that the iPad has a pretty good chance of changing the way a large section of the market behaves. For communication centric uses, the iPad will possibly be a revelation, but to applications that require number crunching, it will not replace a computer. Now the market will segment by what sorts of applications you require, not just the size, and performance characteristics, and PC Vs Mac segmentation that has prevailed.
The other segmenting drive is the coming battle in “e-book” publishing, which will be facinating to watch. Amazons Kindle got the ball rolling, but the momentum will be built by the iPad when they get the iBook store running properly, which should not be long. It took Apple several years to get the iTunes store running, and it created a tsunami in the music world, it may be a bit harder in books because they are simply harder to digitise, but the lessons from launching iTunes will not be lost, and the current book publishing business model is clearly about to be broken apart.
May 17, 2010 | Communication, Leadership, Management, Personal Rant
I watched Q&A last night, in the ultimately vain hope of getting some intelligent debate on the Federal budget, and its foundation proposal to change the manner in which the mining industry is taxed.
Should have known better.
What passed for debate was really just a moderated annunciation of political hyperbole and PR crafted phrases intended to play to the emotions, there was little presentation of the facts. How are we to form intelligent positions on issues where all we see is the spin? Are we the electorate, expected to be so compliant and thoughtless that we just accept the nonsense from whichever side of the political divide best suits our generic position.
There are strong arguments on both sides, lets hear them in a way that enables us to make a decision on how we feel, rather than being told how we should feel on the basis of spin.
Increasingly businesses I see are making real efforts to remove the verbiage, and present facts without the gloss and polish as a means to make sensible decisions, and engage the stakeholders in the process to the extent that even if they do not agree with the outcome, they are satisfied that there was due process, and therefore they can live with the outcome.
If our two “debaters” last night were sitting around the board table of anything more significant than the local tennis club, and expecting to get support for their respective positions, the chairman would be well within his rights to send them to the corner to share the pointed cap.
May 16, 2010 | Communication, Innovation, Leadership
A while ago facilitating a two day innovation session, I became involved in two very different, but very similar conversations during various coffee breaks.
The first was with a smart young technical bloke, who expressed the view that all the nice encouraging words expressed at the session were great, but that the business was too risk averse to actually do anything daring.
The second was with the marketing director, someone with a track record of achievement, skills, and a preparedness to have a shot, to push resource allocation and strategic boundaries. He felt that those he relied on to develop the means to execute the technical end of some of the ideas were too interested in science for the sake of it, and disinterested in the commercial and market issues he had to address.
In effect, they are both seeking the same outcome, but the language of management, the functional cultural preconceptions and perceptions have got in the way of unambiguous communication.
This is not an uncommon challenge, every innovation effort must work hard to overcome the cultural and semantic barriers to be successful.
The more attention is focused on innovation, and the higher up the tree that focus emanates from, the better to turn the words into action.
May 9, 2010 | Communication, Innovation, Social Media
I suspect neither Coke or Mentos planned for the tsunami of videos on Utube and others demonstrating the effect of a Mentos in a bottle of coke. Nevertheless, it happens, and it remains to be seen if the popularity of coke-bombs impacts the brands in any way.
Blend-it has made a business by demonstrating the blending power of their appliances by blending all sorts of things, latest is an Ipad, but this by contrast is a deliberate marketing strategy that has delivered a huge brand position for little cost.
The point is that the power of the web can be harnessed, and used to your benefit, but it is a demanding, unpredictable mistress, and just as prone to turn around and bite your bum, as it is to do you a favour.
Believing you can manage the web content that impacts on your products is the first mistake, best you can do is participate, contribute, comment, and if you do it well, as Blendtec has, you can leverage the power, never control it.
May 6, 2010 | Change, Communication, Leadership, Strategy
For years there have been libraries written on the value of business purpose, vision, mission, and values, consultants have made a good living out of running workshops and managing implementation projects. Now, at a TED event, all the complication has been stripped away by Simon Sinek in a terrific presentation about “why” .
As managers, and in my case, a consultant and advisor, we talk about all this stuff, but never have I seen it put so simply, and so compellingly.
