A Third Career Path for the Corporate Social Strategist

Report: Career Path of the Corporate Social Strategist: Be Proactive or Become Social Media Help Desk

View more documents from Jeremiah Owyang.

I was recently going through this report by Altimeter’s Jeremiah Owyang
when a  “Deja-Vu all-over-again” wave came over me: this is exactly
what happened with corporate community managers – back in the heady days
of “community” (see JH3’s Net Gain). 

Except that there was a third career path: striking off on your own. 

That’s what I did with Double Loop Marketing. And it’s still the best professional decision I ever made.





How to WikiLeakproof your Company

[NOTE: This post was cross-posted on Alex Bogusky‘s FearLess Revolution; I’ll be posting some thoughts there as well from now on.]

Years ago, when I was a kid just out of college at my first job, I had an interesting chat with the legal counsel for the world’s largest engineering and construction company. We were talking about ethics and business. [All of this was before Enron and WorldCom, before Michael Moore’s Sicko or the BP oil spill.]

His advice?

As I recall, he called it the “New York Times Test” – which went something like this: if your actions or behavior show up on the front page of the New York Times, could you still face your family without embarrassment?

The point he was making was that it wasn’t about being legal or adhering to the law. Ethics was about doing the right thing above and beyond the law, because you’re going to judged by the standards set by your family, not the courts.

Today, we might just call this the WikiLeaks Test.

In other words, if you’re engaged in private activities which will cause you public grief – stop. Pretend all your actions are transparent – open to the public. For all you know, they already are!

The $300 House: Seth Godin on the Marketing Challenge

Seth Godin posts a very insightful blog entry on the HBR site. He’s talking about the challenges of marketing at the bottom of the pyramid:

When someone in poverty buys a device that improves productivity, the
device pays for itself (if it didn’t, they wouldn’t buy it.) So a drip
irrigation system, for example, may pay off by creating two or three
harvests a year instead of one.

Read all about it >>

The $300 House: Bob Freling on the Energy Challenge

The Solar Electric Light Fund‘s Bob Freling has posted an entry in Harvard Business Review about his Solar Integrated Development (SID) Maturity Model and how it fits into our concept of the $300 House.

Here’s Bob waxing eloquent:

Together with potable water, nutritious food, accessible health care,
educational opportunity, and economic empowerment, the $300 House
completes this virtuous ecosystem in which individual households and
their communities can march hand in hand towards a bright and
sustainable future.

Read the whole post The $300 House: The Energy Challenge >>

Minding the Gap: A Failure in Intuitive Intelligence?

The Gap screws up with their logo redesign. A giant failure of imagination in the boardroom.

But Umair Haque asks the right questions:

  • Do designers have a seat in the boardroom — or just in the basement? How often does your CEO ever talk to a designer?
  • Are designers empowered to overrule beancounters — or vice versa?
  • Is the input of designers considered to be peripheral to “real” business decisions — or does it play a vital role in shaping them? Is design treated as a function or a competence?
  • Are designers seen just as mechanics of mere stuff — or as vital contributors to the art of igniting new industries, markets, and catgeories, sparking more enduring demand, building trust, providing empathy, and seeding tomorrow’s big ideas?
  • How much weight does senior management give to right-brained ideas, like delight, amazement, intuition, and joy? Just a little, a lot — or, as for most companies, almost none?

Seriously.

We all need to wake up. The Chamber of Commerce approach to design isn’t going to work anymore.

9/11: Reject Hate

9/11 shows us just how divided our country still is. On the wrong side you have the threat of Koran burning from a lunatic preacher. On the right side you have President Obama making a plea for tolerance and true freedom.
For me the lesson of 9/11 is pretty simple: reject hate.
Here’s some stuff to think about:
Alex Bogusky: God issues recall
Michael Moore: If the ‘Mosque’ Isn’t Built, This Is No Longer America
Byron Katie: Inquiry – Terrorism and The Work
Tom Friedman: What If 9/11 Never Happened?
Adam Weinstein: America’s Jihad on America
Will Ferrell‘s Dubya impersonation
We still have a long way to go.

Russia burns; will the US be next?

The global-warming deniers are quiet as the world’s forests burn.

Across Russia, the political drama adds to the horror as this, the hottest summer on record, takes its toll on the poorest Russians as they lose property, homes, and even lives:

russiafire.jpg

For those of you who are ready to say this is “God’s punishment,” I can tell you we’re probably going to be next. Maybe not this summer, because we’re getting far more rain in the West than usual, but perhaps the next.  The reason I can say this with near certainty is that our forests are already dead or dying. So my guess is that all these dead trees are going to burn across North America pretty soon.  The map looks like this (it’s an overlay of the extent of the pine-beetle plague):

us_fire.gif

None of this is normal.

NASA watches as the carbon footprint grows.

Our politicians do nothing. Our Republican Senators have been owned by Big-Oil and Big-Coal forever.  And the poor Christians haven’t yet figured out that they’re being taken for a ride.  For them, I say – check your Revelations 11:18 – at some point you have to say “enough!” Why do you support these people who are destroying God’s Creation?

Sen. Jim Inhofe, this is on your head. Your grandchildren won’t forgive you, even if they think you’re just swell right now. This is not “global warming deception” as you call it in your Luntzian language of deceit. It’s g-l-o-b-a-l w-a-r-m-i-n-g, period.

Have you no shame, Senator?

Shine, Baby, Shine: Larry Hagman talks Solar


Go J.R.! Note he mentions my client – the Solar Electric Light Fund. Stay tuned for more news about them…
I like the SolarWorld ads Hagman does quite a bit. Here he’s talking to Sue Ellen (who seems to be blaming him for BP’s mess in the Gulf):

Shine, baby, shine! Well said, Larry Hagman!
The thing about Hagman is he put his money where his mouth is – years ago – by converting his estate to solar, before solar was cool.

The Journalism of Hate? Joel Stein and TIME magazine

Anytime we see people dividing people based on otherness,
it’s time to worry.

Joel Stein‘s My Own Private India is not the kind of journalism you expect from TIME magazine. But it does show you how immigration in the US has become an irrational issue – charged with racism and tones of hatred.

Never mind that Stein and TIME have apologized. How could either one have assumed that this could pass as journalism, or commentary, or even satire?

Sandip Roy‘s commentary in response: Joel Stein and the Curry Problem – provides some insight into just how irrational we have become.  His point, that some “good” Indians have sided with Arizona’s nuttiness, should not be lost on us. 

Maybe we should all go watch Fiddler on the Roof – including Joel Stein. Either that, or everyone needs to “go home” – and leave the U.S.A to the Native Americans.

Happy July 4th, everybody!

Courage: Kindra Arnesen takes on BP


Question: Will President Obama invite Kindra Arnesan to the White House? She represents “We the People,” not “Them the Corporations.”
Run for governor, Kindra!
Now we know that our corporate newsmedia isn’t going to cover this, let’s see if Rolling Stone magazine or The Daily Show will. Funny when the news comes from the edge, not the center. The center continues to not hold…

Marketing ROI: Notes on Advertising Effectiveness

For the first time, in 2010, online advertising will pass traditional advertising on TV and print:

admoney2010.gif

While this is remarkable, I can tell you where the highest ROI is. 

It’s with the Republican party.  You can buy every single Republican vote for a paltry $34 million, as the health care circus has shown us.

Wow. Who needs Google when all you need is the budget for one Superbowl ad.  Think about that: all it takes to buy the entire GOP is one Superbowl ad.  There goes the future of our country. 

PS – On a side note, I wonder what it takes to buy our Supreme Court… 5 bucks to Clarence Thomas’ wife?

Finding Your Blog’s Voice: The Company, the Individual, and Thought Leadership

Every now and then, a CEO or company founder asks me one (or both) of these two questions:

1) must I have a separate blog from the company site?
2) do I have to use my name on the blog?

My answer depends on the individual. It’s quite simple, really.

If I think they’re a thought-leader in their industry – that’s to say their opinions and ideas lead the field – then I often encourage them to blog under their own name on a blog that stands outside their company domain (more on that in a second).

The key assumption is that they are thought leaders. If  I don’t get this assumption right, we are all wasting time. There’s no point setting up a double-loop model if you aren’t going to have something important to add to the conversation. Here’s what to do instead: have a company blog, put your press releases on it, and talk about your products. Have your agency Twitter and Facebook away to their heart’s content.  Just don’t call it thought leadership, because it isn’t.

So, now that we’ve established that, let’s look at what is thought-leadership. 

thoughtlead.jpg

How do you know you are a thought leader?  Here are some clues:

1) people you’ve never heard of start emailing you long (relevant) notes about something you said on your blog

2) your clients start reading your blog – so do analysts, journalists, and others you respect

3) you notice your blog gets ten times more traffic than your company website

4) you start getting calls from prospects asking for your services (and products)

If these four things don’t happen, (1) you’re not blogging right, or worse, (2) you aren’t a thought leader.

Now let’s talk about individuals and why using your name is actually a very good idea.

Authenticity. People relate to other people.  We see this in entertainment: Oprah, Martha Stewart, David Letterman, Elvis, Bob Marley; in sports: Shaun White, Cristiano Ronaldo, Pele, Ali (and unfortunately Tiger Woods); and in business: Warren Buffett, Bill Gates, Richard Branson, Jeffrey Immelt. So if you’re the founder or CEO, and you have a message worth getting out, you want people to know who you are. The connection is personal not corporate.

Passion. If you believe fiercely in what you say, do, and think, then it is this passion that people want to connect to – directly. Without that PR person.  Passion can’t be staged.

Trust. Your voice as an individual is far more trustworthy than a faceless corp. And you are believable when you believe.

Findability. People search for names.  So if you write a book, they’ll search for you, the author. “Byron Katie”* gets 10X more searches than “The Work,” for example.

Longevity. As a person, you live till you die. You may switch companies, or labels, or publishers.  You, the brand, stays constant. Your attention platform is how you go direct to the customer, no resellers necessary. Your followers stay with you forever.

Ideas. Companies don’t have good ideas, people do. Good ideas originate in the heads of your people.  These are your thought-leaders. Don’t make them anonymous thinking this will help your company; it won’t.

The Brand. Too much has been said about you, the brand. A company can renovate its brand by hiring an ad agency.  You, on the other hand, have the opportunity to be real.

Lately, even large companies are seeing the benefits of using thought leaders as ambassadors for their brands. 

So we see Don Tapscott and Tammy Erickson* at NGenera, JSB* and John Hagel* at Deloitte, Chris Meyer at Monitor, etc. etc.

At academic institutions we see examples like Vijay Govindarajan* at Dartmouth and Tom Davenport* and Larry Prusak* at Babson College.

ceo_lead.jpg

The CEO blog works well for startups and SMBs as well: Gaurav Bhalla* for Knowledge Kinetics, Francis Cholle* for The Human Company, Dean McMann* for McMann & Ransford, Phil Townsend* at Townsend and Associates, Bob Freling at SELF, and Steven Feinberg* at Steven Feinberg Inc.

When a blog is shared – i.e. when more than one executive participate –  then it is alright to pick another name, usually connected to the topic we want to blog about. See: Steve Lesem* at Mezeo.

* disclosure: Tammy Erickson, JSB, JH3, VG, Tom Davenport, Larry Prusak, Gaurav Bhalla, Francis Cholle, Dean McMann, Phil Townsend, Bob Freling, Byron Katie, and Steve Lesem are some of my clients.

VG: “The U.S. Must Grab the Lead on Green”

Vijay Govindarajan on the HBR blog: The U.S. Must Grab the Lead on Green. High time our business leaders started leading, as VG encourages them to do. 

According to VG:

At the company level, many energy businesses are unwilling to
cannibalize their existing services and their current investments. At
the national level, the same dynamics are in play. Aided and abetted by
the U.S. Chamber of Commerce, the traditional energy lobby (oil, coal)
is using its political and economic muscle to stifle innovation in
alternative energy and clean technologies.

Don’t get me started on the losers at the US Chamber of Commerce!

Zero Currency: Fighting Corruption at the Point of Sale

00rupees.jpg

A nice story from the World Bank blog about a grass-roots organization‘s efforts to stop petty corruption in India and around the world:

the idea was first conceived by an Indian physics professor at the
University of Maryland, who, in his travels around India, realized how
widespread bribery was and wanted to do something about it. He came up
with the idea of printing zero-denomination notes and handing them out
to officials whenever he was asked for kickbacks as a way to show his
resistance. Anand took this idea further: to print them en masse,
widely publicize them, and give them out to the Indian people. He
thought these notes would be a way to get people to show their
disapproval of public service delivery dependent on bribes. The notes
did just that. The first batch of 25,000 notes were met with such
demand that 5th Pillar has ended up distributing one million zero-rupee
notes to date since it began this initiative. Along the way, the
organization has collected many stories from people using them to
successfully resist engaging in bribery.

I like it. Now let’s send some “zero dollars” to the Famous Five justices Supreme Court, the Blue-Dog Democrats, and the entire Republican party.

The Golden Ratio and the Quantum World

Looks like God is playing dice with the Universe.

Researchers from the Helmholtz-Zentrum Berlin für Materialien und Energie (HZB), in cooperation with colleagues from Oxford and Bristol Universities, as well as the Rutherford Appleton Laboratory, UK, have for the first time observed a nanoscale symmetry hidden in solid state matter. They have measured the signatures of a symmetry showing the same attributes as the golden ratio famous from art and architecture.

And the winning number is:

\varphi = \frac{1+\sqrt{5}}{2}\approx 1.61803\,39887\ldots\,

or

\varphi = [1; 1, 1, 1, \dots] = 1 + \cfrac{1}{1 + \cfrac{1}{1 + \cfrac{1}{1 + \ddots}}}

The proper response to this should go something like “OMG!”

Liu Xiaobo: China’s Nelson Mandela?

FREE_XIAOBO.gifWhat a wonderful world. While you were wrapping Christmas presents, China decided to lock up Liu Xiaobo and throw away the key.

Xiaobo’s crime?  He drafted Charter 08, which demands the open election of public
officials, freedom of religion
and expression, and the abolition of
subversion laws.

His wife’s cell phone mysteriously stopped working so she could not be reached by the press. Nice touch.

See Wikipedia >>

More info from PEN >>

Bet You Can’t Eat Just One: Addiction as a Strategy

Listen to this:
Junk food elicits addictive behavior in rats similar to the behaviors of rats addicted to heroin, a new study finds. Pleasure centers in the brains of rats addicted to high-fat, high-calorie diets became less responsive as the binging wore on, making the rats consume more and more food. The results, presented October 20 at the Society for Neuroscience’s annual meeting, may help explain the changes in the brain that lead people to overeat.
So is this another example of addiction as a business strategy – similar to what the tobacco companies were doing earlier?
Maybe that’s why the IT geeks have such a hard time implementing Lean IT >>

Alan Grayson’s StopSenateStalling.com

Alan Grayson makes the case for reconciliation at StopSenateStalling.com:

Throughout the administration of President George W. Bush, the Senate passed much of its key legislation by majority vote:

* The Medicare Prescription Drug, Improvement, and Modernization Act of 2003 passed 54-44
* The Energy Policy Act of 2003 passed 57-40
* The Jobs and Growth Tax Relief Reconciliation Act of 2003 passed 51-49
* The Tax Increase Prevention and Reconciliation Act of 2005 passed 54-44
* The FY2006 budget resolution and Deficit Reduction Act of 2005 passed 52-47
* The Dominican Republic-Central America-United States Free Trade Agreement Implementation Act passed 55-45
* The FY2007 budget resolution passed 51-49

Today, under the administration of President Barack Obama, the House has passed bills preventing climate destruction and reforming our broken health care system, while the Senate searches for 60 votes in the face of Republican obstruction. Every day the Senate delays, more people die from lack of health care.

The filibuster should apply to the initiatives of both parties or to neither. Why should launching wars, and cutting taxes for the rich, require only 51 votes while saving lives requires 60?

Why indeed? Go to StopSenateStalling.com >>