Stories Worth Hearing

We live a story. Stories take a few facts and weave them together to create something that makes sense. We can't wait until we understand things. We are still trying to figure things out, but have to carry on living, and so we tell ourselves and those around us stories. I am a big fan of the placebo effect. Sometimes things work because of the story we tell ourselves. You can take this in one of two ways. You can be incredibly skeptical about everything and try and strip out the 'story premium' that you pay for everything. You can focus on the facts. The thing is life will be less fun. The fact that it is the story that added value does not mean that value wasn't added. If you keep your wits about you, I think there is a better life to be lived by leaning into some stories and 'faking it'. Seth Godin is a master storyteller, and believes that we are all marketers. He is very open with his approach and writes a bite sized daily blog. 

http://sethgodin.typepad.com/

His books are worth reading. The heart of his message is to be authentic and consistent, and to remember that most of what we believe, do, and buy is based on a story. The facts are important, but they are important as part of a story of consistency. They earn trust in a world where that is rare. They prevent holes from appearing. One litmus test he suggests in 'Permission Marketing' is whether your story would be missed if it didn't appear. A lot of marketing used to be about broadcasting. There were only a few TV channels and everyone watched them. Teachers, Artists, Business People, Religious Leaders etc. weren't fighting for attention. That has all changed. You can't just shout and expect people to listen. You have to understand them and help them create their story. Or they will just go somewhere else.

If we know that people are trying to tell us stories, and we don't want to be taken for a ride, what do we do? I think you need to allow a 'Bull Quota'. You need to suspend disbelief to enjoy people's stories. Listen to them and try to understand their world view. Don't take looking for the holes as a starting point. Find the the reason why those holes are worth having. It doesn't mean you have to take on the holes in your own story. When you watch a movie, you don't remember the whole thing. You take some of the flavour. You remember an anecdote or two and the way the movie made you feel. If you allow people some leeway, you can get to see how their story makes them feel. Once the movie ends, you can tear it to pieces and dissect it with all your sceptical superpowers to your heart's content. You get the best of both worlds. 

Drip Drip Drip

Seth Godin has just written his 3000th post. I have written about 345 on this blog, just over 20 on Protecting Alpha. I also tried to write regularly on a work blog at my previous company.

Why am I trying to write regularly? I find that the process has reinvigorated me along with reading more. I am constantly thinking of things to write about or respond to from MuttBlog's posts.

I was recently speaking to someone who is due to start their MBA at Oxford in September. I was trying to understand whether the only thing that we are paying for in tertiary education now is the signal. This is because you could quite easily set up home in Oxford, study during the day, and socialize with the same bright stars at night. All for nothing but the opportunity cost of not working.

One of his arguments is that it provides the structure necessary to learn. That it provides the competitive energy and deadlines to get you to learn.

Maybe. But I found that my studying ability improved once I no longer had to attend tuts and lectures and could simply work through the stuff myself. Now that I am no longer studying towards formal qualifications, I find the freedom to read where my mind takes me awesome. Not something I would trade lightly.

But... I agree that you still need something to keep you going. That is why I like the idea of blogging. When I haven't posted for a few days, I am aware of it. Sometimes a friend will mail me an moan.

And as Seth mentions, it becomes a habit. Even the idea of one day writing a book no longer seems as daunting when you have written over 300 posts. Maybe, once I hit 3000 I will have got to a level where the quality of writing warrants it.

Sometimes I think we have to trick ourselves into doing the things we want to do. I want to write... but like the MBA friend I need motivation. Daily posting provides that for me. Maybe that is what the price tag of the MBA is for him (other than the signal).

Drip drip drip... till 3000 posts one day?

Seth's London Talk

I was lucky enough to listen to Seth Godin talk live today. It reminded me just how irreplaceable real interaction is. You can read someones blog, read their books, belong to their online social 'tribe'... but a human presence is something that can't be replaced. So, although I get accused of being a 'Yay Internet' person... I don't believe that online interaction replaces relationships, it enhances them and in my opinion relationships will always provide the juice.

He brought up many ideas. He spoke about different industries such as the newspaper, music and advertising industries and how they were having to reinvent themselves. In truth, it is a whole new beginning. Your model can't be based on physical barriers to entry. Anything that can be reproduced will be, and cheaply, and soon. If you were lucky enough to be in a university whose product was limited access to high quality education... your days are gone. Education is free. If you are a thoughtful academic who is prepared to tutor and give quality feedback, your days are just beginning.

He spoke about leadership.

'It's not about being the boss, its about being the leader'

Here's the thing. In a company, in your company, the top management choose the next level of management. Someone has to appoint you as a boss. You have to be assigned people to manage. No one chooses leaders other than those who follow them. And it isn't even following, it is being influenced by them. And it isn't really being influence by them, it is being inspired. So a leader is someone who helps other people achieve things that are important to them, not someone who gives someone else tasks. So the only person who makes someone a leader is themselves.

Another interesting thing he spoke about was in response to a question about how he finds the time to respond to everyone who emails him and posts every day. His answer was that it is about making the hard choices. He doesn't have a staff. He doesn't go to meetings. He doesn't watch TV. That gives him about 6 more hours a day than the average person, and he uses that to respond to emails. If he responds to 200 a day, 1000 a week, 4000 a month, 50000 a year... that is 50000 person, relevant and anticipated interactions that he has not paid for. That means he understands his 'tribe'(clients) and he doesn't spend a cent on traditional advertising.

Making the tough choices is what I found interesting. Stuart's 'Revealed Preference'. My 'Inertia'. Perhaps it is just a case of actually sitting down, figuring out what matters, cutting things out and focusing on what matters to you.

Not everyone needs to have a blog. I was wrong. But... I would like to know what it is you would rather do? And I would like to know that you do that.

Another interesting comment he made was that he didn't like the title of his book, 'All marketers are liars'. Yes, it did capture interest... but lots of people didn't read the book and so didn't know what the message of his book really was. His marketing is about candor, authenticity, and meeting real needs in a personal and relevant way. His marketing is a new marketing divorced from mass media interruption and short term forced sales. It will be interesting to see if people who distrust marketing will be open enough to see that marketing has changed along with the new age of transparency and idea exchange.

The session was very interactive. People came loaded with questions and passionate to learn. What a great mix.

The TV dividend

No one follows links so here is the full post.

Where did Wikipedia come from?

All those hours, all that work. Where did the time and effort come from?

Clay Shirky points out that it comes from the TV we're not watching.

Take a look at Netroidcomics, courtesy of Bert. Sure, some of these folks were at work, goofing off, but the real influx of time and energy we're seeing online comes from TV. Three, four or even six hours a day not spent doing virtually nothing. Multiply it by 800 million people online and suddenly, there's a huge influx of hours just waiting to be put to good use.

I don't watch TV and I don't go to meetings. You'd be amazed at the difference it makes.

While the last few years have been devoted to mostly trivial pursuits, I would imagine we're going to see a rapid acceleration in the quality and meaning of things we manage to create with our new-found time. At least I hope so.

I must admit, that having super-quick internet makes a massive difference. In SA being aware of cost and time spent on the internet decreases this effect. Plus TV series are getting really good... despite all that, I probably watch a fraction of the TV I used to.

Blame Evan for getting me to read more, Stuart for getting me to blog more, and myself for being single.