Archive for February, 2008

Digital Curators

Speaking with a colleague this weekend, we came to a conclusion that one of the most disruptive and time consuming problems in business today is the overload of content, most of it being irrelevant. The one major draw-card of the Internet is that anyone can access the information available online, but a downside is that anyone can contribute to that info. How does one know what is relevant to your business and where to find it.

An interesting article caught my attention shortly after on PSFK showing how necessary it is for us to have guides on the internet. So when it comes to content, how badly do we need curatorship?

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In business today it is imperative that you have access to the latest available information but more so than that it has to be relevant to your business. There are various tools you can use such as RSS feeds which enable you to sort through the masses of info. These tools are becoming necessities in today’s information rich world.

Enter the Digital Curator. When it comes to curatorship it is vital that someone can sift through the info and present you with what is relevant to your business in a timely manner. Digital curator-ship is fast catching on on the Internet and is becoming a necessity. Dave Duarte wrote an interesting post on curatorship and how it can help communities to thrive… we hope it catches on and we see a new group of guides emerging to help us around the web.

Learning the Art of Inquiry

On Monday, a group of us met at the Sunshine Academy in Vredehoek, here in Cape Town to do what was essentially a lab experiment. The tools for Dialogue have been around for a little while, having emerged around the 1950’s, but when it comes to utilising them, it’s quite another matter. For the most part, the tools have been expounded upon in books, articles and some long blogs ;) whereas, they are best utilized by experientially testing them out in conversation, where they hold *I think* huge possibility. That said, I hope you’ll bear with me, because I’m about to launch into the challenging task of written verbalization for those who would have liked to be there, but couldn’t or for your interest, if this is the first time you’re hearing about it.

So, wtf is Dialogue anyway?? Simply, Dialogue is a collection of conversational tools designed to intervene into the way we currently discuss things. Our predominant way of discussing things is through debate, where we take positions and try to sway others to our way of thinking. The person with the greatest ability to sway others to their way of thinking, usually holds the greatest power in the particular organisation or instance and others are invariably left feeling wounded, minimized, misunderstood or disengaged because their thinking has not been considered. This is our current human condition. We are socialized to win. The automatic cost is that others must therefore lose, as we stand on each other’s heads to progress up the various rungs in our society. The tools for Dialogue provide a way to attempt to slow down these win-lose style debates, to learn what is really going on. So, in what way are we currently not learning? In the sense that every conversation is an opportunity to understand someone else’s perspective, but usually we are having conversations where we do not listen to each other at all. In fact, whilst the other party is speaking, we are usually ‘reloading’ with our next point. Most of us are also treating others, as though we have a shared basic meaning. But if you drill down, this is usually not so. In fact, 6 billion people in the world, 6 billion perspectives. When we assume that we’re on the same page, we make an error in perception. Through the use of Dialogical tools, we can try to find out what is actually going on.

The part we’re excited about in a Huddlemind context, is the potential to have learning conversations. As for me, I’d love to have conversations where I’m understanding others and being understood in turn. I’m also eager to have some meaty conscious discussions with others. So with all this in mind, on Monday, we took the tools for Inquiry for a spin, starting with a look at the ladder of inference. Jumping into the thick of it, this is how the ladder works (read from bottom up):

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7. I take actions based on my beliefs.

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6. I adopt beliefs about the world.

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5. I draw conclusions.

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4. I make assumptions based on the meanings I added.

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3. I add meanings (cultural and personal)

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2. I select data from what I observe

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1. I observe data and experiences (as a videotape recorder might capture it)

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Let’s bring it to a practical level, and look at an example of how it works:

- The meeting was called for 9am and Peter came in at 09:30. He didn’t say why.

- Peter knew exactly when the meeting was to start. He deliberately came in late.

- Peter came in deliberately late because he’s unhappy that I received the promotion. I bet he was on the applicants list and wanted it.

- I can’t work with Peter on my team, he’s going to undermine me in my new position.

From this we can see how a story is being built up. Take a look at where it is in your own life that you’re making inferences and building stories. Everytime you receive fresh information, keep in mind that there could be any number of things the data could mean. Then, inquiry comes in. Applying inquiry, you can ask: “When you said x, what did you mean?” or “When you took x action, what was your reason?” This gives us the opportunity to understand others and learn about their real intentions and meanings. It can be amazingly freeing when we’re taking something personally, to find out that, actually Peter’s car broke down and he prefers to be a technical expert, because managing people is just so complex.

At any given time, we could be making inferences, so if you’re wondering when this tool is applicable, the answer is all the time…

The Dialogue we’re having a look at is being facilitated as an Intervention. What this means is there’s an attempt to do something differently, rather than adding another behaviour on top of what we already do. It also means that there is some current behaviour which we’re trying to intervene into, with a more positive behaviour. E.g. unsatisfactory conversations resulting in wounded, misunderstood peers. Then we do something differently. We make a set of agreements which enable us to engage in a way which results in shared understanding, engagement and learning. In this sense, Dialogue is fragile, because unless the agreements are honoured, the conversation easily reverts to winning and swaying others to our points of view. But what we’ve also seen, is that with the correct kinds of agreements, we can have some pretty robust conversations putting even aspects of our background conversation on the table for examination and re-interpretation. This is where learning really takes place.

So, what’s next? We had such a super response from people wanting to attend our first group dialogue that we have enough people to create another Dialogue group. On 25 Feb, we’ll be exploring the Art of Inquiry with the 2nd group, eager to see what this next emerging discussion is going to hold. We’re also working on some other offerings and will keep Huddlemind members posted about those via our website.

Copyrighting Creativity…

harry potter booksI recently picked up on the NY Times Website that there is an interesting battle being waged between J.K. Rowling and Vander Ark who runs the blog the Harry Potter Lexicon. Ark wants to publish a book, (or really a blook) which would act as a companion to the immensely popular Harry Potter series. Rowling had originally ignored the blog but now that he might make money out of it they want to put a stop to it.

The good news is the Lawrence Lessig of the Fair Use Project is working on this case and that hopefully, if they win, it might curtail the publishing industries uses of the copyright law. Mr Lessig founded Creative Commons, which is an alternative form of copyright that allows you to create something based on someone else’s idea as long as it’s new.

Ms. Rowling came out saying “I feel as though my name and my works have been hijacked, against my wishes, for the personal gain and profit of others and diverted from the charities I intended to benefit,”

It is interesting that Ms. Rowling sees Harry Potter sees this as an abuse of her intellectual property and that no-one can use them without her permission. But isn’t this another use of the copyright act? Is Ms. Rowling not trying to extend copyright protection.

As Mr Lessig pointed out that if we carry on copyrighting like we are “then we have a whole generation of criminals” that we will be bringing up. It is going to be an interesting judgment that will effect people, especially bloggers, worldwide.

What could be better than Free?

Jeremy sparked the conversation, then Dave did a post on Thought Leader : The Business of Free & I did a follow up on the “Freemium” model. We’re fascinated by free at the moment, because Huddlemind is defining its structure as we prepare for launch: how to share and create value into the community, but still making sure the business isn’t drained in the process.

I bumped into a brilliant take by insightful innovator Kevin Kelly - this is WELL WORTH reading - take a peek >>

Yet the previous round of wealth in this economy was built on selling precious copies, so the free flow of free copies tends to undermine the established order. If reproductions of our best efforts are free, how can we keep going? To put it simply, how does one make money selling free copies?

I have an answer. The simplest way I can put it is thus:

When copies are super abundant, they become worthless.
When copies are super abundant, stuff which can’t be copied becomes scarce and valuable.

When copies are free, you need to sell things which can not be copied.

Makes sense? go spark some fresh thoughts and clarify the value you produce. Particularly if you’re working online, or in a less.than traditional markets.

Online Shopping: The difference between Men and Women

In a recent study, researchers at Wharton’s Jay. H. Baker Retail Initiative and the Verde Group found ” that women react more strongly than men to personal interaction with sales associates”. Women shop for the personal interaction and men shop for the sole purpose of purchasing the product they came in to buy. Parking and how long the shopping will take concerns them more than who they will meet in the experience. This difference in shopping ‘purpose’ has become increasingly definitive and important in today’s marketing strategies.

On the whole women like to feel important when shopping, their role as caregiver is still there even though there is a large shift to independence. This is confirmed as more and more women find shop assistants irritating and intrusive.

amazon boxes

So how can this trend be dealt with and turned to one’s advantage? How can stores capitalize in this shift in consumer trends?

By adapting to the changes in consumer preferences, online stores are benefiting from the increased traffic. Taking cognisance of statistics such as 65% of Internet users won’t patronize a poorly designed site, will help your online store succeed in this competitive market.

Social shopping websites such as crowdstorm are increasing in popularity. They offer the shopper ‘interaction’ with others and allow you to make better informed decisions based on what a crowd thinks and recommends. You can now see what others think of your chosen product and make your decision based on their reviews. “Crowdstorm attempts to address this market fragmentation by aggregating content from experts across the web (buyers guides, reviews, blog posts) and blend it with content and question / answer style advice from people you trust (friends, family, colleagues, peers…). “

Women are looking for a complete shopping experience online. They want the interaction without the interruption. They want other’s opinions, ratings, and choices and to be able to give their opinion, their ratings and list their favorite choices. It is about Me, You, Them and Us It is really Web 2.0 for shoppers.

Men are looking for a slightly easier online shopping experience. They want technical details and for it to be as painless as possible. For example www.shopping.com and www.amazon.com have removed the last phase of checkout where you have a final review of your basket resulting in increased sales volumes. They have also made checking out and paying simpler, easier and less stressful.

However as with everything it is not just black and white, men and women. There is a shift towards a common ground and even a reversal of roles.

Still the predominant movement is: Women like to shop and Men prefer to buy. So when targeting your market think twice about what it really is that your consumers want. A shopping experience, or a product?

What does the Freemium Model have to do with REAL business?

When the marginal cost of producing something tends to zero, the smart
thing to do is to treat it as zero and get ahead of the competition:
give it away for free in order to sell something else. You can build
whole businesses around giving stuff away for free. Chris Anderson,
Editor in Chief of Wired magazine and author of “The Long Tail”, puts
his money where his mouth is
. He’s giving away the audio version
of his new book, “Free: the Economics of Giving Stuff Away”. In this
talk he shares some ground-breaking ideas about making his next book
almost free.

I highly recommend a listen to Chris Anderson’s session on IT Conversations (awesome resource if you haven’t discovered it yet). It’s 5star rated & well worth a listen if you’re at all interested in gaining strategic advantage in an economy gone wild. Do YOU think business and even macro economies are behaving in the orderly fashion that you were taught to expect in Economics 101?

If it all still makes sense to you, and you can confidently plot your trajectory for the next 5years for your business.. then consider yourself lucky, and don’t concern yourself with all these crazy new ideas. Head in the Sand? may work as a survival strategyBUT if you have been in line for turbulence, finding the actions of the heaving global market impacting locally, finding you’re not getting the ‘bang for your buck’ from advertising that you used to, and frankly a little disturbed by the impact of technology on almost every facet of society. You could choose to ignore it & ride out the storm. Or you do have the opportunity of big wave riding and grabbing the advantages that this time offers.
It’s happening TO you anyway, you may as well have it working FOR you.

I read Jeremy’s take on ‘free’, and thought it was a good opportunity to continue the conversation, because for us as consumers this is WONDERFUL, but what of the business application?

The VC’s love it, some businesses are thriving on it, Freemium what in the world is that?!

Ease and breadth of low.cost distribution online is worth harnessing; but whether you use it as a core business strategy or as a potent marketing application, will define your approach and risk exposure. Without a clear strategy to use ‘free’ to leverage the services and products you can sell (or you have a rolling flood of venture capital) this could be a dangerously exciting way to watch a company crash.

The fundamentals that are taught in Economics 101 do still apply (whew). “Create something of value that people will pay for, and you’re in business”.

Even so, this new.spawned hybrid, freemium, is worth taking seriously, because there are extraordinarily profitable avenues for its application within volatile market conditions. Attention Economics is in play now, and this one of the in.game strategies, but it isn’t for the faint.hearted or for haphazard practice.

If this idea has found some traction with you: research the companies who have applied the freemium model. Experiment with it in a trial, or smaller division of your business perhaps. It may just prove to be the unexpected breakthrough strategy your business has been waiting for!

______________________________________________________________________ Resources: Wikinomics’ take on ‘free’ for business; Why VC’s love Freemium (particularly for the 9 point checklist before diving in) ; the caveat to the limitations with free models; and of course Chris Anderson’s podcast on IT Conversations. It’s worth looking at the entry on attention economics as well, to contextualise much of what we’re seeing happening and may not have seen from a macro level.

Mobile Marketing: The Flexible Phone

phone

Most of us have seen the Peugeot 107 “Break Free” campaign which was one of the first mobile marketing campaigns in SA. It was very effective in targeting the early adopters and first line influencer’s in the market. It was one of the the first major campaign to target the mobile market in SA.

This kind of media has been used to great effect by companies such as SUBWAY in the USA who can target their potential clients right at the time when they are making decisions. Imagine that just when you are deciding what to have for lunch you get a message from SUBWAY offering you a coupon for one of their BLT’s redeemable in the next 30 min.

Due to its simplicity and speed, the needs of clients to create something unique can be met quickly and without too much technical assistance. It serves as a highly customizable one-on-one marketing channel that can be used to great effect in personal communications. Feedback is almost instantaneous, and directly from the targeted user.

In New Zealand Pago launched a mobile campaign through OMD and Whybin\TBWA launching a service that turns your mobile phone into a virtual wallet. It allows you to text money from one phone to another.

Google, never one to be left out, is going to be offering a free user interface and apps for mobile phones that will enable to customize your phone. The google Apps for the Iphone is already very popular.

It seems the versatility of the mobile phone is not to be underestimated… You can even build your own one these days…

Something for Nothing: It’s All About Free

There is an old saying that goes along the lines of “You get nothing for nothing”. These days however it is a little different. It today’s world you can offer something for free and still make a profit. Nothing like some freelove.

smart car

There are quite a few companies who offer free or seriously cheap alternatives to every day life. From phone calls (www.fring.com and www.yeigo.com) to printing and photocopies(www.tadacopy.com) there are free alternatives. Most of these free services are paid for by advertising budgets but if you are willing to put up with it then by all means go for the free options. There are even some really cheap car rental companies starting up. It has even reached the exclusive segment of lift tickets on ski resorts…

We are excited to see the recently The Copycat Network, (copycat@webmail.co.za) a newly founded student advertising company, is looking to start a free photocopy service, based on tadacopy’s idea, to students This initiative will be launched at Wits in March and hopefully on other campuses soon.

If anyone doubted the viability of a free (or very cheap) option then one of the prime examples is Mxit. In a few months the usage of Mxit was in the millions of messages per day and they were making a tidy profit.

This might cause concern for some of the bigger service providers… especially to the phone network companies, but most of them will find a way to use it to their advantage or at least work with it. If not dealt with however it can be devastating for companies.

Advertisers are the ones jumping on the bandwagon as they are the ones standing to benefit the most and technically, they are the ones funding the freebies. The exposure for them is worth the cost and it pays for most of the service for the user.

So a big thanks to all of those out there who are supplying something for nothing… it is creativity at its best.



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