Bring Google Fiber to Dayton

Google is looking to conduct an experiment where they  will provide ultra high speed broadband internet to a community in the United States.  Here in Dayton, a group has organized a campaign to bring this project to Dayton.  I love the idea, and thought I would do my part to support the cause.  The group, which includes both for-profit and non-profit organizations in the region has a web site – http://averageandawesome.com that has some fun with some aspects of Dayton and builds on our innovative heritage.  I think the concept is clever, and I hope you take a moment to check it out.

I decided I would do as the site asks, and create a short video telling Google what I would do with their awesome fiber network.  At the time of this post, I was not able to upload my video, so I went ahead and put it on YouTube.  I have a “help ticket” in, so hopefully I can put it on the Average and Awesome site soon too.   Anyway, here is my fun little video for Google.

How about you?  What would you do with ultra high speed broadband internet?  Why not make your own video or leave a comment and let me know what types of things you might do should Google choose Dayton.

Time Change

First – the time change is stupid. Can’t we just move it 1/2 hour and stop the madness?

And now… the rest of the story.

The time change in Spring generally makes everyone really tired for a few days – particularly those of us who have to wake up early. It typically takes me about three or four days for me to bounce back from the big spring forward. Being tired is a problem, and great marketing ideas solve problems. Enter Caribou Coffee…

Caribou coffee has it’s own problem. It must compete with coffee giant Starbucks to get customers. Starbucks is more well known, has more locations, and has a stylish brand that many caffeine addicted people like me love. For Caribou to be successful it needs to get people to change their behavior. They need to get people to try something they don’t necessarily know about, when there is already something they love. Not an easy task.

So we have established the following two problems:

  • Problem one – The switch to daylight savings time is horrible and makes us all very tired.
  • Problem two – Caribou needs to find a way to get you to give them a try.

Here is the great marketing part. Caribou is taking advantage of the time change to try to get caffeine lovers to change where they spend their time and ultimately their money. How? They are using the time change as a reason to give away FREE ESPRESSO with purchase of a coffee on the Sunday and Monday following the change. This is smart, timely, and a great opportunity to generate positive word of mouth, make some new friends, and potentially gain some new loyal customers.

This promotion seems so obvious, yet it is creative, original, and effective. Proof that great ideas are all around us. Find a problem, develop and idea, and convince people that the time is right for a change.

Time to move the clocks ahead and get to bed. Maybe I will see you at Caribou tomorrow. I will be the tired guy chugging espresso.

me3

I find visual models to be a useful way to organize thoughts and explain concepts.  I developed the following model as a way to understand the needs that my company addresses for our clients as well as the services we offer to address those needs.   This also helps me to educate clients on the various ways that we can help them.  For now I termed it the me3 model, taken from the first two letters from each of the labeled circles.  Admittedly the model is simple, but I find simple models to be the most useful for guiding discussion and thought.   Here is a quick walk through of the model:

  • At the center of the model are the people our clients hope to serve with their products and services.
  • The three bubbles represent the strategic marketing communication needs of our clients.  These are:
  • Message: What they do?  What makes them unique? special? valuable?  How to accomplish goals and objectives?
  • Medium: How they communicate? Where? When? What? Why? With whom?
  • Measurement: Who is responding? To what? Where? Why? What next? Why?
  • The outer ring consists of services that would map to each of these needs.  Because every client is different, we often start at different places on the model, and orient ourselves properly as to the issues we need to be considering and the services we should be providing.
  • All three of the bubbles overlap, indicating the reality that none of these needs or services exists by itself.  It is the areas of overlap where the interesting things tend to happen most often.

I plan to write more about this in future posts, but thought I would offer up a few points of explanation for you to consider.  I will delve deeper into what makes up each bubble and how they work with one another.  I will also explore the services and deliverables that surround the model.  In doing so, I hope to teach you more about what I do and uncover ways to do it (and describe it) more effectively.

What about your business?  What is the visual model that guides what you do?  Do you have one?  Does it help?

The Front Line

After the Superbowl I spent an hour watching the new CBS program Undercover Boss.  The show featured the CEO of the company Waste Management posing as a new hire for the company in numerous front line service jobs.  He picked up litter on a hillside, helped manage traffic at a landfill, cleaned portable toilets, and rode on a trash collection route – learning about his company and his people all along the way.

The show reminded me of my first “real job” after college, which was with the Cintas corporation.  Cintas, among other things, rents uniforms to customers and then once a week picks them up to be washed.  One of my many jobs there was to drive the big white truck, drop off clean uniforms, pick up some filthy garments, and take them back to be cleaned.   The work was hard, but I learned a great deal about the things that make a business successful.  Cintas had a similar policy very similar to the premise Undercover Boss – one that I really liked.   It mandated that every full time employee of spend one day per year out on the front lines riding along on a uniform route.  Everyone truly meant everyone.  The CEO, accountants, administrative assistants, sales, and others showed up early, put on a uniform, and hit the road.

Why was this policy important?

First, it gave everyone an understanding of the business.  All too often leaders become removed from what is happening on the front lines.  They forget about the work being done and the great people doing it.  Getting everyone out of the office built real empathy and appreciation for the hard work going on every day.  This shared understanding permeated the decision process at every level of the company.  The route drivers at Cintas took great pride in the work they did.  They appreciated the opportunity to show off how difficult the work actually was and how easy they made it look.

Second it provided new insights.  Getting a fresh set of eyes inside the operations of clients provided a great source of innovation.  People riding along were prompted to think “why do we do things this way?”  “what other problems could we solve for customers?”  “where could our service improve?” We all think differently.  Involving new people in executing old processes brings invites new perspectives.  The result was a steady stream of new ideas, business concepts, and innovations.

Third it built camaraderie.  Spending several hours riding shotgun in a box truck gave people time to get to know each other better.  Sure some of the conversation was about work or clients, but often more of it was about family, interests, and being real people.  This built trust and friendship, both of which helped things to run more smoothly.  The job of route driver was sometimes lonely, and having a converstaion with a real sidekick was a great change from silently talking back to sports radio talk shows.

Getting everyone from top to bottom out in front, even just once a year, helped to strengthen the company culture, generate new ideas, and build relationships that transcended the org chart.  I don’t know whether the TV show Undercover Boss will go on to be a success, but I do know that having first hand knowledge of the business played a huge part in the success of Cintas.

Amazingly, social technology offers us many of these same benefits.  Certainly these materialize in different ways, but the similarities are obvious.  Whether it is riding shotgun in a box truck, cleaning portable toilets, writing a blog, or conversing on Facebook – the closer you can get to the front lines, the better.  I continue to believe that today distance matters more than ever.  What are you doing to get closer to those you serve?

6 More Weeks of Winter

It is early February, which means it is time to turn our eyes to people gathered round a hole in the Pennsylvania Earth…  and watch a rodent.  Yes it is Groundhog Day.  It is always fun to see if we will have 6 more weeks of Winter based on the activities of Phil.  All day, we get to say to each other things like “Oh no,  6 more weeks of winter.”

Of course we all know that Groundhog day is a lie – albeit a fun one.  Winter is dictated by the position of the Earth circling the Sun, commonly measured by our Calendar.  Winter will be over the same time it is over every year.  Still, there is no fun in that is there?  So we perpetuate the lie in a good way.  We have fun with the doldrums of Winter by giving it a Mascot and a fairy tale.  It gives us something to hope for, chat about, and have fun with.  We want to believe that our weather is dictated by a cute rodent because it is silly and fun during an otherwise gray time of the year.  This is the concept that Seth Godin writes about in his book, All Marketers Are Liars – of his best books, with one of his worst titles.

In life, it helps to be able to spot the difference between valid predictions and fairy tales.  Doing so does not render the fairy tales meaningless, and can sometimes even make life more meaningful.   Lying is good?  Not exactly.  Let me explain…

The lottery is a fairy tale.  My brother in law describes it as a tax on people who are bad at math.  I know the odds are that I will never win,  but I still it play occasionally.  It is fun to dream about what I would do if I won, and every few months that is worth a buck. I buy the lie for fun, and deep down know the truth is that I will still have a stack of bills come Monday.

Here is another example.  I like to drink Gatorade.  Deep down I know that Gatorade does not make me a better athlete.  If I want to do something like run a marathon, no amount of colored corn-syrupy salt water will make that happen.  The truth is that to accomplish something big requires hard work.  Still I buy the lie that drinking it after I run is helping me to achieve my goals.   It is a mascot for my reality. It takes the monotony of running, and makes it more interesting.  It keeps me engaged.

Moleskine notebooks provide yet another example.  Much to the dismay of my wife, I love them.  These leather covered notebooks are the same as those used by Hemingway.  They are cool.  Having a Moleskine alone does not make me a better writer.  What the Moleskine does for me is add mystique to the writing process.  I buy the lie.  Sometimes just the little extra push of having a cool notebook gives me a silly reason to write, draw, and capture my thoughts.  I become a better communicator by actually practicing my communication skills.  I know this to be a fact.  Still, the lie of the Moleskine makes it more appealing, so I buy in.

Be careful what you buy in life.  Realize that much of what we do and buy and talk about is a lie.  Use this knowledge to place things in proper perspective, and then buy in accordingly.  Buying a mega-millions ticket here and there may be silly, but the value for most is the fun of dreaming.  You may not want to drop your paycheck on a daydream, but a buck here and there just might be worth it.

Whether it is wearing your lucky jersey on game day or eating the same breakfast every Tuesday, there is value in the fun of the stories we create.  Groundhog day to me symbolizes this idea to me, and that is why I enjoy it.  That is why I buy in.  It has absolutely nothing to do with the weather, and everything to do with people having an excuse to talk about the weather in a different way, once a year, every year.  We buy the lie, because it makes life a little more fun.

Happy Groundhog Day!

Without Sanctuary

This morning I was privileged enough to be given the opportunity to take a preview tour of the Without Sanctuary exhibit at the National Underground Railroad Freedom Center in Cincinnati, Ohio.  I was part of a group of about 10 people granted the opportunity to walk through the exhibit, share my feedback, and now tell others my thoughts.

Without Sanctuary is a display of photographs, newspaper articles, and various cultural artifacts that depict the more than 4,000 lynchings that took place in The United States of America between 1882 and 1968.  I never realized how widespread and common this barbaric practice was in the United States.  There were more than 26 lynchings in Ohio alone.  One took place in my childhood home of Springfield, Ohio at the intersection of Main Street and Fountain Avenue.  I know this intersection well.  It is in the heart of the city, which at that time would have been bustling with people.  I was able to read an account of the event, picture where it took place, and visualize the horror that must have surrounded that tragic day in the early 1900’s.

In fact, many of these lynchings were quasi-social events, put on in plain view of the public.  I had always assumed that most of these events took place under the cover of darkness, far from the view of society.  Photo after photos showed people smiling and mugging for the camera as puzzled children looked on at the victims who had been brutally put to death.  These were common people, actively and passively engaging in atrocities against humanity – very disturbing.  Many of the photographs had actually been made into postcards by attendees of the lynchings, who then sent them to fellow family members to tell them about the event.  To think that modern man is capable of such callous acts of evil is frightening, confusing, sickening and sad.

Without Sanctuary also features a reflection room, where you can stop and write down your thoughts about the exhibit in a public journal.  You can also draw on a public whiteboard or record and share a video testimonial.  After seeing something so powerful and disturbing, it was good to have a few moments to gather my thoughts, reflect on the meaning of this, and move forward back into the “real world.”

My take away can be summed up with one of the signature quotes for the event.  It is as follows:

“We must remember, because if the world forgets evil, evil is reborn.”  - W.E.B. DuBois

The exhibit was educational, painful, and powerful.  While this is not something that people want to see, I believe it is something people need to see.  We are a nation preparing to celebrate the one year anniversary of our first African American President.  It is easy to assume that with this milestone, the demons of our past have been put to rest forever.  While it is true that we have made significant progress as a nation, we must remember that we are not so far removed from our  these horrific days in our history.  As we move forward, we must not forget our past, but rather learn from it.  When we see injustice, we must have the courage to intervene.  When the very fabric of humanity is being ripped apart before blindly staring eyes, someone must have the courage to cast a light upo

n the darkness.  Without Sanctuary puts a bright and shining spotlight on the very face of evil.  Stare into that face.  It is shown in picture after picture.  It is a face very similar to your own.  Understand what the face of evil looks like, and let it not resemble you or me.  More importantly let it never manifest itself on the faces of our children.

I hope that you will take the time to see the exhibit.  My feeble description in this post does not do it justice, but I hope it convinces you to see it for yourself.  I extend my thanks to Pete Blackshaw, Kevin Dugan, and Paul Bernish who were kind enough to invite me to check it out.  Thank you.

Voices – Patricia Ryan Madson

Not long ago I announced that I was going to spend a lot of time reading, studying, and cultivating my creativity in 2010.  As part of this, I put together a list of books about creativity that I plan to read this year.  One of the books I listed was Patricia Ryan Madson’s Improv Wisdom.  The short book is full of brilliant, simple, and useful tips on how to make life more fulfilling through the applications of improv techniques.

Well through the magic of Google, Patricia found my post and was kind enough to leave a comment thanking me for including her book on the list.  I was humbled by this act, and sent her an email to tell her how much I appreciated her comment.  After an exchange of digital niceties, we decided that it might be a good idea to record a podcast.  So – without further adieu, here is my conversation with the brilliant, kind, and insightful Patricia Ryan Madson.

 
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