In the spirt of focus and building on last year, here are three words I’m using to guide me in the year ahead. Last year’s were so simple, but still hard. I often forgot about them. Yet I smiled when I went back to them late summer and noted the first one, again – Do. Earlier in the summer I attended the Do Lectures. Maybe it’s serendipity or maybe it’s a stretch to connect the two, but I hadn’t thought of this word when I signed up in the Spring. I would like to think putting the word out there contributed to being there in some small way. What words will you use to guide you this year?
It’s no secret we’re facing momentous change given the election results. Like many, I never thought this would come to pass and have had to pick myself up out of depression for what this means for our country. Whereas Obama gave us hope – and delivered on that promise for all intents and purposes – we now face divisiveness and ugliness. My initial desire was to pretend it was a bad dream. That it didn’t really happen. But it did and it’s out of our control. Running away isn’t an option. But focusing on what we can control is. It may not always be easy. Few things worth doing are. As a consummate thinker I process possibility. I visualize the good, the bad and everything in between.
Outside of the election, 2016 has been a year of change for me and will continue to be well into 2017 – that I am certain about. Spending more than a few hours above 30,000 feet during the year affords much time to envision the future. To reconcile what’s working; what’s not working. To think about all of the mistakes I’ve made. And no doubt I’ll continue to make more as long as I navigate this circuitous path called life with more intention and authenticity than perhaps I’ve done in the past. None of us can go back. But we can move forward. You can either let change blow you around willy nilly. Or you can stare it in the face. Grab ahold of it. Throwing a pity party isn’t going to feed your soul. I’ve awoken this year in ways that are tough to articulate. It’s as if I finally got the memo. But then I am a guy and sometimes we’re a little slow on the uptake.
The election aside –I still have to compartmentalize that disaster – I feel more at peace. More alive. And more hopeful than I have. Part of it is through acceptance; letting go. And part of it is a desire to live the best life I can going forward. Why not? The Do was instrumental in this. As is much of the reading I’m drawn to. In fact, it seems books show up at the most serendipitous times. I’m currently working through ‘Designing your Life’ by Bill Burnett and Dave Evans – just out this fall! I recommend you work through it too. It’s about surfacing options rather than accepting the one solution staring at you. It’s about applying design thinking to your life. You don’t need to be a designer to do this and it can help spark positive change.
I often share this article on why most change initiatives fail: it’s because change causes physical pain in the brain and only through focus and repetition can you transfer this new change from one part of the brain to another. Remember how hard you had to think when learning to drive? It’s like that.
Even as I write this and ponder possibility – I am a dreamer at heart, and innately curious – I know there will be bumps on the journey. And it is always a journey. I’d like to call this texture. But I believe it’s how we face such bumps that makes us stronger. Here’s to navigating such with grace and style.
The Do Lectures are hard to describe. Some say it’s like Ted meets Burning Man on farm. Others will say it’s about uniting the Doers of the world and sharing stories. Whatever you do, don’t call it a conference though. Where else can you go sleep in a Tipi with strangers, shower outside and hear the most amazing stories?
In 2014, inspired by others who do the same, I started thinking about the three words that would guide my work and life in the coming year. Here are the three simple – but potentially hard – words to live by this year.
I spend much time thinking about things and visualizing outcomes, good and bad. I try to consider all possible scenarios in the hopes that I can avoid pitfalls, overcome obstacles and ensure positive results. Planning is good. Avoiding irrational, hasty decisions is also good. But the reality is that you can’t predict the future. No amount of visualization and thinking will account for every possible outcome. Only by doing will you achieve your goals. Thinking begets more thinking. So after I think, this year I must do.
Seth Godin wrote in Linchpin about the importance of shipping. We can always make excuses for why we can’t finish something. There’s always one more thing we can and should do before we let something go. But that’s just our brains making excuses for why we can’t finish. And I’m as guilty of this as others. There are many unfinished personal projects I put off until tomorrow because they’re not ‘finished’. Or I make up reasons for why I can’t finish them today. It’s time to ship or delete the project.
In all the thinking and visualizing about the future I tend to do, I forget to enjoy the moment. In the past, I’ve called this being more present. This one was inspired by “Miracle in the Andes” by Nando Parrado, which I read last week. It’s the story of the 72 days survivors of a 1972 plane crash endured on glacier. In the book, Nando wrote about how every day he could take another breath was another day he was alive. Before this, he took much for granted. In the midst of doing and shipping, I commit to enjoying the process.
I can’t say I’ve been entirely successful the past two years with my three words. They’re a framework for living and something I think about from time to time. The more we do things, the more they become a habit and thus I continue with these three new words for 2016.
I’ve been a fan of Volkswagen for many years. I embrace their quirks because the cars are fun to drive. Solid, well-built, safe. The Germans know how to engineer and build cars that inspire the driver. Even my lowly VW Golf which I had for 12 years with hardly a problem in that time was inspiring. I never even had to replace the brakes. The VW Bug smiles at you on the road. How can it not make you happy just looking at it?
The dominos are falling. It’s a slippery slope.
So what now? They need dramatic change and fast to restore faith in the company. They need transparency. And they need to buy back every single car or offer to replace it with an equivalent model. Unless they can engineer a fix that retains the promised performance and fuel economy. It’s looking they’re opting for a fix which looks like it will take 10 hours per car and won’t begin until some time next year. But now 480,000 people will have to make time to drop their cars off to do so.
Apple was the cool, quirky company who could. The one many derided as toys and for those wanting something special. And then they got big.
Starbucks was the cool third place you’d go to connect with friends and associates. Where you’d hang out and write witty prose or dream up your next adventure. And then they got big.
Apple, especially with the notion of marketing a $10,000 watch that’ll be obsolete in a year is reaching the tipping point. They clearly strike me as a greedy company that cares little for the little guy as the largest, most profitable company around. But we still love their products. There isn’t anything better. Yet.
Same with Starbucks. I now brew my own coffee at work using an Aero press. Starbucks has lost that specialness. It’s now just a commoditized transaction. In and out. Sure, they’re nice places to meet someone for a conversation. Especially for business. But it’s not somewhere I care to go in my spare time or when I want a good experience. The coffee is just not that good anymore. I can do better myself.
I’ll confess that it took me a few tries to get the process down so that it was easy, but now that I have it dialed, I love the quality of coffee via Aero Press. Bon Appetit was right when they cited it as one of the best for the road. I want Starbucks to become cool again; they’ve made huge, generally positive impact on the world. I actually think that they have a lot of people who care, but it gets really hard at scale.
When you’re everywhere – and big – and ridiculously profitable, you lose the underachiever status that makes us want to root for you. No longer do we care much about your success. We like the struggle. We like the ones who’ve not be discovered by the masses.
Once big, you’re not so cool any more.
At what point do you reach that? In business, if you’re not growing, you’re dying. You always have to reinvent yourself. Release new products and new things. Because – especially with technology – change happens and people get bored. We always want the new shiny object even when they absolutely don’t need it. We really don’t.
And if you’re not growing in size and profits, someone else will overtake you.. You’ll be replaced. It’s a conundrum. How much processing power do we really need? How many different types of Lattes, Frappucinos and Refreshers can we consume? It becomes noise.
I don’t have an answer here. Just observations. Stay fresh Keep delighting those you serve. Pay attention to the little things even when you’re big. Few companies do and that makes it unexpected. But remember that we generally root for the underdog.
For next year, I am putting some meat into my thinking. You see, I spend a lot of time in my head. I like to think. I like to dream. I like generating ideas. I see possibility in so many things. And you could say I take way too many pictures, filling hard drive after hard drive. Many of them will look great hanging on a wall I tell myself. But then I get caught up in perfection, in wanting to envision the final manifestation of these thoughts and ideas and possibilities. And the cycle repeats. Too many disparate projects and pursuits, and not enough pruning and focus.
So here we go. Three words to fix this conundrum. Three words to be held accountable to by you. Even if no one but me reads this, I know this is out there and it changes things. It’s a mindset.
This is about putting conscious energy behind key goals and dreams and making them happen. It’s about focused action that builds with each step and piece. We get disillusioned when we envision a big hairy goal but don’t see the path or the leap is too large. Momentum is about starting, doing, and pushing through and over the hurdles littering the way forward. It’s also about making choices of where to put my energy, and what needs to be parked for another day.
We spend so much of our time caught up in our own devices that we struggle with being fully present in the moment and with the people in front of us. We’re always thinking about the future, rather than savoring and absorbing all that is happening in the now. I read recently where recording every moment actually inhibits our memory and experience of it. Sometimes we need to put down the device and focus. Myself included. So I will make a conscious effort to be more present every day. And make sure I make every day count. In what I do., and in what I accomplish. While it’s important to plan for the future, focusing on the now with purpose is what will help us realize our dreams and plans. Multitasking has it’s dark side – and it’s a loss of presence.
This is where the rubber meets the road. Risk is about being vulnerable. It’s about not worrying so much about what others think or applying another coat of varnish. It’s about putting the work and thoughts I believe in out in the ether. Consistently. This draws on Eric Ries’s Lead Start Up philosophy as well as a call to get out of my head, out of my own way and act on the things that are near and dear. Because it seems the things that matter most – and have more resonance – are those things in which we feel more vulnerable. The things that seems to have more risk. If you play it safe you get nowhere. It’s just noise at that point. You can’t prove a new idea in advance. Your experience and intuition can guide you along the path. You – and I – know our risk tolerances. This is about testing and pushing those tolerances a bit farther. Maybe a lot farther.
Three little words. But three words that are my guide for evaluating what I start doing, keep doing and stop doing next year. It’s about making choices and designing a map that doesn’t yet exist. What are your three words?
Now. Not later. Now. We like to keep our options open for what other possibilities lie around the next unseen corner. Open for something better that we’d miss out on if we committed to what was in front of us now.
So we wait. We are also afraid to try the unknown, always looking for proof that what we’re about to do will work. Truth is that you don’t know something for certain until you try it. Only in hindsight do we know if we succeed or fail. Only then can we look back at what we could have or should have done. Or maybe with gleeful satisfaction and pride that we took that risk. That next step.
But it starts with Now. I think only when you arrive at the middle of your career wiser having been filled with experience – and the opportunity to look back, combined with seeing how differently the next generation embraces technology and change – that you get a little more clarity on life and possibility. Or maybe, while watching a parent’s health decline, it’s the harsh realization that you have a finite amount of time to accomplish everything you wanted to do when you grabbed that diploma and stepped into the ‘rea’l world.
There was a now then, and there’s a now, now. There will always be a now, but if you don’t seize it now, you may not have the chance. So what is your ‘now’?
The concept of big-enough-yet-small-enough is designed to appeal to everyone, offend no one and encompasses every possibility. A company needn’t worry about missing an opportunity to reach an audience they didn’t even know existed!
For this reason, this concept is about as bad as it gets. It’s so overused and watered down, any company, let alone advertising agency or creative, should be ashamed to present this as a credible option.
At its core IMC (Integrated Marketing Communications) is data driven to support a customer-centric company. Today, technology gives us access to all kinds of data – more specific, more targeted, bigger, but is it better? Please join us Sunday, February 10th at 5:00 PM Pacific / 8:00 PM Eastern on Twitter for #IMCChat as we tackle this topic via the following questions:
- IMC is data-driven, so where do you start with orienting data to the customer?
- How can data help bridge the marketing functions (and really the whole co)?
- Is there a way to keep data top-of-mind
- How do you keep data relevant (fresh)?
- As a marketer, what’s the most important data you collect? Why is it so important?
- What is the most important data to keep collecting and reviewing?
- How do you keep data from collecting dust on a shelf?
- In a customer-centric co, is there room for automation?
- What tactics or efforts make the most sense to automate?
We might not get to all of the questions depending on the flow of the conversation during the hour we have, but these are there to stimulate thinking and dialogue.